Subset
Subset is a sustainable innerwear brand dedicated to making organic cotton the go-to choice for daily essentials. Offering certified organic cotton underwear, loungewear, maternity wear, and accessories for men and women, Subset combines sustainability, comfort, and functionality. Launched as "Knickey" in 2018, the brand rebranded to Subset in 2023 to expand its offerings while staying true to its eco-conscious values.
With certifications like GOTS, Oeko-Tex, Fair Trade Certified, and FSC, Subset ensures its products are responsibly made and free from harmful substances. The brand also pioneered the world’s first intimates Recycling Program, recycling over one million items into secondary uses such as furniture batting and carpet pads. By integrating fiber-to-fiber recycling, Subset is setting a new standard for circular sustainability in the innerwear industry.
ALAB Group supported Subset’s transition through its renaming and expansion into new categories, including the launch of its menswear line. Engaged for full PR, influencer, and partnership support, ALAB helped ensure the new name resonated with both customers and the press while highlighting Subset’s expanded product line and ongoing sustainability initiatives.
ALAB’s efforts included generating media and influencer coverage to reintroduce the brand, crafting messaging that emphasized its evolution and eco-conscious leadership. By securing key placements, ALAB positioned Subset as a trailblazer in sustainable innerwear, effectively connecting with both existing and new audiences.
23,460,069,329 Media Impressions
538
- The New York Times: Let the Real Stretch Marks Rip
- The Cut: The 14 Best Bathrobes for Lounging
- Today:Yes, there are bras for small busts: A guide to finding the right fit
- Glossy: How brands are changing their operations to lower their carbon emissions
- Yahoo: Colton Underwood is looking good & feeling fine in sexy new underwear ad
- PureWow: The 46 Best Sustainable Products and Brands to Shop in 2024, Tested & Reviewed
- CNN: Recycling clothes is as easy as 1-2-3 with these 3 take-back programs
- Out: Colton Underwood is looking good & feeling fine in sexy new underwear ad
- Travel + Leisure: The 18 Best Loungewear Sets for Women of 2024, Tested and Reviewed
- GQ: The GQ sustainable menswear starter pack
- GQ: 18 Cool Things GQ Staffers Actually Bought in October
- Modern Retail: DTC underwear startup Knickey is rebranding as Subset as it expands into men’s, more sizing
- The Well Activation: ALAB Group worked with Subset to create a buzzworthy collaboration with The Well, a spa and membership experience that provides a 360-degree approach to care in NYC with 7 locations throughout the US. At The Well's NYC location. to amplify social media coverage and elevate brand awareness, Subset hosted an intimate 20-person yoga class for The Well’s members and select influencers. Attendees enjoyed a personalized robe experience, with the founder on hand to introduce herself/speak more about the brand, adding a personal touch to the event. This thoughtful activation generated organic content and excitement around the robes, making a lasting impression on a highly engaged audience.
- Menswear Launch with Colton Underwood: ALAB Group worked alongside Subset to seamlessly launch into menswear through a strategic collaboration with Colton Underwood. Beyond his authentic connection to diverse audiences, Colton shared his personal journey around male infertility to help spread awareness on the topic. This powerful narrative, paired with cotton being the recommended material for fertility, this partnership aligned with the launch's message of inclusivity and well-being.Through engaging content that highlighted the launch, he showcased the brand’s offerings in a way that resonated with his diverse following, amplifying Subset's reach and impact.
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- @mikaelaaloyola 214,000 Followers
- @patrickvannegri 228,000 Followers
- Sunday’s
- HUM Nutrition
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- The Well
- PureWow best sustainable products 2024
Subset is a sustainable innerwear brand dedicated to making organic cotton the go-to choice for daily essentials. Offering certified organic cotton underwear, loungewear, maternity wear, and accessories for men and women, Subset combines sustainability, comfort, and functionality. Launched as "Knickey" in 2018, the brand rebranded to Subset in 2023 to expand its offerings while staying true to its eco-conscious values.
With certifications like GOTS, Oeko-Tex, Fair Trade Certified, and FSC, Subset ensures its products are responsibly made and free from harmful substances. The brand also pioneered the world’s first intimates Recycling Program, recycling over one million items into secondary uses such as furniture batting and carpet pads. By integrating fiber-to-fiber recycling, Subset is setting a new standard for circular sustainability in the innerwear industry.
ALAB Group supported Subset’s transition through its renaming and expansion into new categories, including the launch of its menswear line. Engaged for full PR, influencer, and partnership support, ALAB helped ensure the new name resonated with both customers and the press while highlighting Subset’s expanded product line and ongoing sustainability initiatives.
ALAB’s efforts included generating media and influencer coverage to reintroduce the brand, crafting messaging that emphasized its evolution and eco-conscious leadership. By securing key placements, ALAB positioned Subset as a trailblazer in sustainable innerwear, effectively connecting with both existing and new audiences.
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