Where it began

Pure Snug began long before it ever had a name.

As a little girl, my mum encouraged me to cut up her dresses and turn them into “new designs.” She never told me to be “a good girl,” or to “be quiet”, or to be “more practical”. She let me dream, explore, create, and feel free to be me. That nurturing freedom shaped the woman I am today and, without realising it, the values that would one day shape Pure Snug.

Years later, during the pandemic, I discovered golf and with it came a very real underwear problem. Constant adjusting, ride-ups, visible panty lines, and the occasional gust of wind mid-swing would result in flashing the entire golf course (OMG!! And with it my dignity!)

I shared my problems with other women, and realised just how widespread these issues were. What began as a casual question turned into hours of stories about chafing, wedgies, underwear cutting into their bodies, constant discomfort and plenty of embarrassing moments. Almost all of us shared the same frustration: underwear that simply wasn’t designed for real movement, real bodies or real life!

I remember thinking: why is something so essential so uncomfortable?
And why do men get to enjoy roomy, breathable boxer briefs, while women are still expected to choose between “sexy” or “suffering”?

That question stayed with me.

As my life grew busier juggling two kids and a career, the need became even clearer. Whether playing sports, lifting my kids up off the floor or out of the car, walking in the heat (hello, Queensland summer), or simply living life…I decided women deserved underwear that was functional, felt soft, breathable, looked good, and protected women’s dignity. No compromises!

With my background in textile and design (thanks again to mum!) I set out to create underwear that worked like men’s boxer briefs - practical & forgiving - but was made for women’s bodies and lives. Plus comfier. And cooler.

The turning point came when I discovered modal fabric. Impossibly soft, breathable, and gentle on skin it ticked all the boxes and I wanted women to feel wrapped in this soft comfort all day long.

And that’s when Pure Snug was born.

What started as a design-led solution has now grown into something far bigger.

Women now wear Pure Snug to the gym, on school runs, while travelling, hiking and on tropical holidays - basically anywhere they don’t want panty lines, chafing, sweaty discomfort, or constant adjusting.

But more than that, we hear something deeper, again and again:

“I feel confident wearing dresses again.”
“I can walk without pain.”
“I feel sexy and for once, not worried about my skirt blowing up.”

We’re especially moved by messages from mums sharing how Pure Snug has helped their daughters with sensory sensitivities. Girls who previously refused to wear underwear, and now feel calm, comfortable, and happy in Pure Snug.

Women of all ages tell us they no longer feel the need to hide their bodies. That they feel more confident and free.

And that, to me, is everything!