24 Rebranding Your Underwear Drawer with Jonathan Shokrian, founder of MeUndies

In 2011, with the rise of direct-to-consumer brands like Everlane and Warby Parker, Jonathan Shokrian started MeUndies to make it easy and fun to buy underwear. Now, six years later, they're anticipated to sell 4-5 million pairs of underwear this year.

As they scale, change and flexibility are pivotal to keeping the brand fresh and their customer base engaged. Their home page changes a few times each month and they design new packaging for each season. It's all an effort to build a community and they're pushing their mission even further with a brand new rebrand.

On this episode, Jonathan talks about his early incubator days working alongside the founders of Dollar Shave Club and Dog Vacay, company culture, shifting to a more mission-based platform, and not taking things too seriously.