Robyn's Undies – Undies that make you feel like you

New Zealand legend of stage and screen Robyn Malcolm has a long held passion for underwear. She’s also renowned for her eco ethics and her straight talking, no bullshit approach to life. 

Who better to inspire other small kiwi business dreams than one of the most loved and trusted New Zealanders of all time? 

When it comes to doing business, digital can be daunting, so when HeyYou brought Robyn together with Yellow NZ, it was decided that Yellow would help make Robyn’s real life business dream a reality in the form of a pop-up. Robyn could try a business role on, and at the same time, do some good. The idea is to inspire other kiwi businesses through Robyn’s use of the new digital marketing tools on offer from Yellow, and raise money for charity. 

HeyYou helped to bring Robyn’s vision to life with a brand and a product with a real difference. Made ethically in NZ, from eco certified bamboo and printed with water-based inks, all the profits from this first batch of vibrant, sustainable underwear will go to The Aunties.

Robyn wanted to collaborate with the esteemed New Zealand artist Karl Maughan on the print design (and if you know his work, you’ll appreciate how many bush jokes went into the making of this collection!). We worked closely with Robyn and Karl to translate the prints into digital art that could be screen printed, and we took cues from Maughan’s paintings to form the colour pallet of the brand. 

In recognition of Robyn’s personality, we wanted to create a balance between a sense of soft femininity and bold confidence when it came to the elements of the brand. We used a handwritten typeface, juxtaposed with the elegant serif “Americana” to add a personal touch. 

Robyn’s Undies speaks to everyday women. And Robyn’s Undies supports every woman. It meant a lot to be able to work with women from The Aunties Charity for our campaign shoot. The photography portrays women in everyday scenarios, while allowing their natural beauty and strength to shine through.

Check out how we integrated this business into a fun campaign for Yellow.