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- +91 7017647662
Founded in 2014, Negative Underwear is a female-founded and operated intimates brand built on a simple idea: make complicated things uncomplicated. Designed, fit-tested, and wear-tested from a woman’s perspective, the brand creates thoughtfully crafted essentials that prioritize comfort, confidence, and everyday wearability.
As Negative Underwear continued to grow its loyal customer base and expand its collection, the website needed to clearly communicate the brand’s minimalist philosophy and product quality without unnecessary noise. The digital experience was designed to reflect the brand’s “Negative space” approach—removing excess and focusing on what truly matters: fit, fabric, and function.
Founded in 2014, Negative Underwear is a female-founded and operated intimates brand built on a simple philosophy: make complicated things uncomplicated. Every piece is designed, fit-tested, and wear-tested from a woman’s perspective, with a focus on comfort, confidence, and everyday functionality.
By sourcing premium fabrics from Europe’s most respected lingerie mills and stripping away unnecessary embellishments, Negative creates timeless essentials that feel as good as they look. The brand’s minimalist approach emphasizes quality, fit, and function—allowing women to feel confident in their own skin without frills or fluff.
As Negative Underwear expanded its collections and customer base, its digital presence needed to more clearly reflect the brand’s core values of simplicity, restraint, and luxury comfort. While the product resonated strongly with customers, the website needed to do a better job of communicating the brand’s point of view and guiding shoppers through collections without distraction.
With a visually refined brand and a growing e-commerce operation, the existing site required a clearer structure, more intentional storytelling, and a user experience that mirrored Negative’s “less, but better” philosophy.
Recognizing that trust, clarity, and ease are essential in the intimates space, Negative identified the need for a comprehensive website redesign.
The website redesign centered on creating a clean, modern digital experience that reflects Negative Underwear’s approach to design. Layouts were simplified, navigation refined, and product presentation elevated to let fit, fabric, and form take the spotlight.
By emphasizing white space, thoughtful typography, and editorial storytelling, the redesigned site makes browsing feel effortless and intentional. The result is a cohesive, scalable platform that reinforces Negative Underwear’s identity as a modern intimates brand—one that prioritizes comfort, quality, and confidence above all else.
Customers experienced a more effortless and intuitive shopping experience, with cleaner navigation, clearer product information, and a smoother path from discovery to checkout. After launch, engagement increased as shoppers spent more time exploring collections, learning about fit and fabrics, and connecting with the brand’s point of view.
Internally, the redesigned website provided the Negative Underwear team with a more organized and scalable platform to manage collections, content, and storytelling. Streamlined workflows reduced complexity behind the scenes, allowing the team to focus more on product development, quality, and customer experience.
Beyond performance improvements, the project helped sharpen how Negative communicates its values digitally. The updated site reinforces the brand’s “less, but better” philosophy, reduces friction for customers, and builds trust through clarity and restraint—supporting more confident purchasing decisions and a stronger emotional connection with the brand.
Feedback from Static Solutions emphasized the impact of these changes:
Qhr Solutions work has made our website much more accessible and easy to navigate for our customers, leading to fewer questions that can easily be resolved on the website. The results have been meeting expectations, and we are excited to see where this marketing push will take us. Additionally, the team has been great—they have made the process stress-free for people like us who have no experience creating a website.
The website now serves as a modern, user-centric platform that bridges Static Solutions’ rich legacy with its innovative approach to delivering industry-leading static control solutions.
Qhr Solutions is a web design and digital marketing agency that partners with businesses across a wide range of industries to strengthen their online presence, attract higher-quality leads, and improve overall marketing performance. Our approach goes beyond simply increasing website traffic—we focus on bringing in the right visitors who are most likely to engage and convert.
We design and market websites with a clear understanding of niche audiences, decision-makers, and customer intent. Whether it’s web design, SEO, or digital marketing, we help businesses communicate their products and services clearly, even when the offering is complex or technical.
By working closely with in-house marketing and sales teams, we create websites and campaigns that support lead generation and long-term business growth. Our goal is to deliver digital solutions that drive real results, not just impressions.
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