A Design Thinking Case Study on Retail Innovation in Functional Innerwear.
InnerWear.Co is a Design Thinking case study developed for an MBA Innovation course. The project explores how to introduce accessible, functional-performance innerwear into the U.S. market using research, prototyping, and structured testing.
Week 1
Turning Consumer Pain Points into Strategic Innovation
InnerWear.Co is built on a simple belief: functional comfort creates daily confidence.
In a market dominated by loud logos and price competition, we focus on engineered performance, clean design, and lasting value.
We exist to elevate everyday essentials.
We aim to deliver comfort you feel, support you trust, and confidence you carry - every single day.
Engineered Comfort
Performance fabrics are designed for your body and your climate - offering breathability, support, durability, and all-day comfort.
Clean & Intentional Design
Minimal branding, Maximum function. Confidence comes from how it feels - not from how loud it looks.
Smart Value
Premium-accessible essentials built for long-term wear.
Less disposable. More intentional. Better cost per use.
Week 2
The Core Problem
Despite a highly competitive, fragmented apparel market, many consumers still report dissatisfaction with everyday innerwear — especially in terms of fit reliability, comfort in warm climates, and durability.
The challenge of this project was to explore whether a performance-driven, climate-adapted innerwear concept could reduce these pain points while remaining affordable.
Project Question
How might we introduce functional-performance innerwear into the U.S. market in a way that builds trust, reduces uncertainty, and validates demand before large-scale investment?
Our design thinking journey
Dive deep into the research, strategy, and testing that brought InnerWear.Co to life. From initial concepts to kiosk MVPs, we’ve meticulously validated every step to ensure our innerwear truly meets your needs. See the passion and process behind our innovative approach.
