With Nothing Underneath (or WNU for short) is a London-born brand that’s all about simplicity – their timeless shirts transcend trends to become wardrobe essentials. We sat down with founder Pip Durell to talk sustainability, Nineties style, and how the humble shirt can help to save the planet. (Oh, and Smith members can currently access an exclusive With Nothing Underneath shopping discount if you’re feeling tempted…)
Can you tell us about the process of starting With Nothing Underneath? Where did the concept come from and what were your biggest challenges?
I’ve always been into style over fashion, but the idea solidified when I was working at Vogue. I needed to look polished and put-together and found that a shirt was always a great uniform. It wasn’t until years later that I wondered if I could make something cool, elegant, ethical, and affordable – a piece that really could be for everyone.
The biggest challenge was starting from scratch and trying to be heard amongst the noise.
How important was sustainability to you when starting the brand?
Style and sustainability need to be seen side by side – alongside making a great piece of clothing, it’s got to be your number one priority.
I believe every brand has a responsibility to educate their consumer on where the product comes from. But we also need to be looking at the lifespan of an item of clothing, as well as its production and materials. As a conscious consumer, you don’t want clothes that lose their fit after one wash, you want to invest in stylish wardrobe staples that are good to the planet and will last for years.
Could you describe With Nothing Underneath in three words?
Effortless, elegant, essential.
What about the brand makes you the most proud?
Our B Corp certification. By becoming a B Corp, WNU commits to using business as a force for good.
I love that B Corp is an independent validation of the business we choose to be. This includes everything from the raw materials we use to the production methods we choose, the working conditions of the people who make our clothing, our environmental footprint and how we support our local community.
What inspires you?
I have always been drawn to the style of the early Nineties. I love those Bruce Weber campaigns for Banana Republic, or the Patrick Demarchlier images of Christy Turlington in a blazer – that reference has always been my style and influence.
In more current times it’s the Paris Vogue editors because they don’t rotate trends – they keep their jeans, shirts, and blazers for every season, which is just so effortless and elegant.
Is there a hotel or place on earth that best embodies your brand?
That’s hard! Anywhere that is relaxed and beautiful, but not pretentious… and does a good martini!
With Nothing Underneath is inspired by British tailoring and born in London, how does the city inspire you?
London is the best city in the world. I love our seasons and the fact that we have everything right here. Great restaurants, amazing culture, how can you not be inspired all the time?
I think in particular the British penchant for uniforms inspired the basis of WNU: start with a shirt and build out with flair on top.
Describe your ideal London day
A walk with my dog in Battersea park in the early morning, I’d swing via Elizabeth Street to the WNU shop, grab an exhibition at the Royal Academy, lunch at the Wolseley (it’s not a working day, right?) and have dinner and drinks with friends in the evening – perfection!
And where’s next for a much-deserved break?
Puglia. My in-laws have a place there and we’re escaping for a long weekend.
Want to show off your impeccable tailoring? Here’s where to cut a dash in central London.