UNDIES.COM

Fashion at the first layer

Undies.com is an e-commerce boutique for intimate apparel, backed by SaraMax Apparel Group, the largest private-label supplier in the industry with more than 40 years of category experience. Through Ruckus's Launch Program, Undies.com emerged with a fully developed brand, a digital presence, and a go-to-market strategy ready to sell from day one.

Blank page to launch day

The assignment covered everything a new brand needs at once: a logo, voice, tagline, and guidelines confident enough to stand next to category giants; a fully responsive store wired into real fulfillment infrastructure; and a launch campaign built to turn a brand-new URL into a brand people talk about.

A brand, a store, a drop

Ruckus built user personas before sketching a logo, then designed a mark whose dotted i doubles as a discreet panty silhouette, a full guidelines system, and packaging with a die-cut window and a signature pink unboxing drawer. The Drop 'Em campaign toured branded trucks through U.S. cities before dropping free undies at outdoor events like Herald Square.

The storefront runs on Magento, wired to Fifth Gear's SigmaCommerce platform for pricing, inventory, and order fulfillment, with catalog data syncing overnight and orders flowing to fulfillment every fifteen minutes. Checkout runs through the Chase Paymentech Orbital gateway, encrypted end to end, with no manual re-keying between systems.

Launched in 2015, still selling today

The brand shipped complete before day one: logo, guidelines, tagline, packaging, and promotional creative, backed by a fully responsive storefront wired into enterprise fulfillment. More than a decade on, the brand Ruckus launched is still live and selling intimate apparel at Undies.com.