Hello! We’re Cou Cou and we’re redefining daily undies for a new generation of women. We make elevated, intimate essentials that bridge the gap between our lingerie and underwear drawer, so you don’t need to compromise comfort for cuteness. Our mission is to reclaim the narrative of our intimates and celebrate our embodied female experience, everyday.
Intimates as self care
For much too long, women have had to choose between comfort and cuteness: feeling either comfy in multipack granny panties or sexy in stuffy underwire and stiff mesh—but never both at the same time. When it comes to our underwear, the long-held belief is that comfort and beauty are mutually exclusive. Cou Cou’s here to change that. We believe that, as women, we feel our most beautiful when we’re our most comfortable, and that our most-worn undies should be our most-loved ones, too. We hope to reflect the values of a new generation of women and provide an alternative to the outdated underwear-lingerie dichotomy. Because the truth is, we can be engaged and empowered in our daily lives, all while feeling beautiful—yesterday, today, and everyday.
All about your Cou Cou’s
We want you to fall in love with your daily underwear. That’s why we designed our Cou Cou’s to give you all the comfort and coverage you deserve—without compromising on cuteness. We make our undies from soft 100% GOTS Certified Organic Cotton, instead of the standard synthetic fibres, which means they’re breathable enough for a quick jog and comfy enough to curl up in bed (with a favourite book, perhaps?) From our Thong to our High-Rise, we’ve designed each Cou Cou with the most flattering cuts and trimmed them all with French lace, so you feel beautiful every day—not just on special occasions. Bid adieu to your old multipack and say “bonjour” to your new top-drawer undies.
Intimates with an impact
Our undies are our most intimate items; we wear them daily and wash them often. But because of this, our undies are also our most disposed-of garments and, very likely, the only ones you won’t be reselling on Depop. Not to mention that, currently, only 2% of underwear is sustainably-sourced. This all means that your standard multipack undies end up spending more time in a landfill than in your top drawer. We founded Cou Cou to reduce the impact of our intimates. To take responsibility for the whole life cycle of our undies, we make our Cou Cou’s from 100% GOTS Certified Organic Cotton, a sustainably-sourced fabric that’s also completely compostable. By designing for longevity, promoting conscious consumption, and operating through transparency, we hope to make our most disposed-of garments a little less disposable.
We make all our undies from 100% GOTS Certified Organic Cotton, which means they’re not only sustainably-sourced, they’re compostable, too. Once you’re ready to part ways with your Cou Cou’s, you can simply remove their trims and pop them in the compost to start them on the next stage of their renewable cycle. Because “au revoir” doesn’t mean “goodbye”—it means “see you soon!” To extend the life of your Cou Cou’s—and keep them looking cuter, longer—we suggest treating them with a little extra TLC. Hand-wash them with a mild detergent or in the machine on gentle, lay flat to dry, and voilà! These more gentle care methods aren’t just better for your Cou Cou’s, they’re better for the planet, too. By washing on lower temps and letting your undies air dry, you’re reducing the impact of your intimates even further.