Step One, the sustainable underwear brand known for its eco-friendly materials and innovative comfort, has officially launched in John Lewis stores across the UK. The expansion brings Step One’s bamboo fabric underwear to physical retail locations following its success as a direct-to-consumer (D2C) brand.
The first in-store concessions opened on 13th February 2025, with the collection now available in select John Lewis stores as well as online at johnlewis.com.
Sustainable Innovation Meets Everyday Comfort
Step One was founded in 2017 by Australian entrepreneur Greg Taylor with a mission to revolutionise men’s underwear through sustainability and high-performance design. The brand’s products are made from organic viscose derived from bamboo, offering breathability, softness, and durability.
Customers shopping at John Lewis can now explore a variety of sizes, styles, and colours, all designed with advanced fabric technology to enhance comfort. Step One’s commitment to sustainability is evident in its FSC® certification, which ensures that its production process does not contribute to deforestation. The brand also upholds ethical practices by maintaining fair wages and safe working conditions for employees while protecting plant and animal species in the areas where materials are sourced. Supporting local communities is another key part of its sustainability efforts, reinforcing its position as a responsible and environmentally conscious brand.
A Landmark Collaboration with John Lewis
Greg Taylor, founder and CEO of Step One, commented on the launch:
“We’re incredibly excited to join forces with John Lewis, a British icon of the retail landscape, to bring our sustainable underwear to a wider audience. This collaboration marks a significant step forward for our brand, allowing us to connect with consumers who value quality, comfort, and sustainability.”
To celebrate the launch, Step One Ambassador and former professional boxer Tony Bellew, alongside Sir Steve Redgrave, attended the official unveiling at John Lewis’ flagship Oxford Street store. The event marked a significant moment for the brand as it continues to expand its reach within the UK retail market.
