Our Goal Has Always Been to Create Something That Lasts, and That’s What We will Keep Doing: Pip Durell, CEO of With Nothing Underneath

With Nothing Underneath, or WNU, is a London-based fashion brand redefining everyday wardrobe essentials with a focus on high-quality, sustainably made shirts inspired by menswear tailoring. Created to provide women with effortless, timeless style, WNU prioritizes natural fabrics, expert craftsmanship, and a minimalist aesthetic. With a commitment to responsible production, the brand works closely with ethical manufacturers, ensuring that every shirt is made with care and attention to detail. Founded by former Vogue stylist Pip Durell, With Nothing Underneath brings together a deep understanding of classic tailoring with a modern approach to dressing, creating pieces that fit seamlessly into a contemporary wardrobe.

In a recent interview with SME Business Review, Pip spoke about her journey as a founder, her approach to design, and the values that define With Nothing Underneath. Here’s what she had to say.

Interview Excerpts

What inspired you to start With Nothing Underneath?

I wanted to create the perfect shirt. Working in fashion, I always found myself reaching for a simple, well-made, effortlessly stylish shirt, but I could never find one that was just right. Either the fabric felt cheap, the cut was off, or it lacked that relaxed, borrowed-from-the-boys feel that I loved. I realized there was a gap in the market for a high-quality, reasonably priced shirt that women could throw on and feel instantly put together. That’s where the idea for With Nothing Underneath began.

How did your background in fashion influence your approach to designing shirts?

Working as a stylist and at Vogue, I was constantly exposed to incredible craftsmanship and timeless style. I learned how the right fabric and fit can completely transform a look. I also saw firsthand how women gravitate towards pieces that make them feel confident without trying too hard. That understanding shaped the way I design our shirts. I wanted them to feel effortless, to have that perfect drape, and to be something you could wear anywhere—whether to a meeting, on a weekend getaway, or just at home.

Why focus specifically on shirts?

Shirts are a staple. They are endlessly versatile, and they suit every woman regardless of age, body type, or personal style. There’s something so effortlessly chic about a well-made shirt, whether it’s worn buttoned up, undone over a T-shirt, or even thrown over swimwear. I also love the way a great shirt can instantly make someone feel polished but still relaxed. It’s such a simple piece, but it carries so much style in how it’s worn.

What makes With Nothing Underneath different from other brands?

We focus on quality, sustainability, and timelessness. The shirts are designed to last, not to follow trends. We use natural fabrics like organic cotton and linen, working with ethical factories that share our values. There’s also a lot of thought put into the details—the way the cuffs sit, the softness of the fabric, the perfect oversized fit. It’s about creating something that you want to wear again and again, not just for one season.

How do you ensure your products remain sustainable?

From the beginning, sustainability has been a priority. We work with carefully selected factories that uphold ethical practices, and we use sustainable materials like organic cotton, linen, and Tencel. Even our packaging is fully recyclable. It’s not just about reducing environmental impact, though—that’s obviously crucial—it’s also about making sure every part of the process aligns with our values. If we wouldn’t be proud of how something is made, we won’t make it.

What challenges have you faced as a founder?

Building a brand from the ground up is an incredible experience, but it’s not without its challenges. One of the biggest has been balancing growth with staying true to our core values. There’s always pressure to expand, release more collections, or chase trends, but I’ve always been firm about keeping the brand’s identity intact. Another challenge has been navigating production, especially as we prioritize sustainability. Ensuring that everything is made responsibly while maintaining quality takes constant attention.

What has been the most rewarding part of the journey?

Hearing from customers. When someone tells me they love their shirt, that they wear it all the time, or that they feel amazing in it, that’s everything. I also love seeing how people style our shirts in their own way—it proves that a great piece can be endlessly adaptable. Another rewarding moment was opening our store in London. Seeing the brand come to life in a physical space was a huge milestone.

How do you approach designing new collections?

Everything starts with the idea of timelessness. I don’t think about trends—I think about what a woman will want to wear year after year. Fabric is always the starting point. I work closely with our manufacturers to ensure that the feel and weight of the fabric are perfect. Then it’s about refining the fit, testing different details, and making sure the end result is something that feels effortless but considered.

What do you look for in fabrics?

Softness, durability, and sustainability. A great shirt should feel amazing against the skin, but it also needs to hold its shape over time. That’s why we use natural fibers like organic cotton and linen. These materials not only feel better, but they also age beautifully. There’s nothing worse than buying something that looks great at first but falls apart after a few washes—we make sure our shirts get better the more they’re worn.

How has the brand evolved since its launch?

We started with a single classic shirt, and now we offer a wider range of styles while staying true to our original vision. We’ve introduced different fabrics, colors, and fits, but the essence remains the same—timeless, high-quality pieces designed to be worn every day. Opening our store was a big step, and it’s been amazing to have a space where customers can come in, feel the fabrics, and see the quality for themselves.

What advice would you give to aspiring fashion entrepreneurs?

Stay true to your vision. It’s easy to get distracted by what other brands are doing or to feel pressure to expand too quickly, but if you have a clear identity and values, stick to them. Also, learn as much as you can about every aspect of your business. It’s not just about design—it’s about sourcing, production, marketing, and customer experience. Most importantly, listen to your customers. They’re the ones who will shape your brand’s success. 

What’s next for With Nothing Underneath?

We’re continuing to grow in a way that feels right. That means expanding our collections thoughtfully, introducing new fabrics that align with our commitment to sustainability, and reaching more customers while maintaining the quality and ethos that define us. We’re also looking at new ways to engage with our community, both online and in-person. The goal has always been to create something that lasts, and that’s what we’ll keep doing.

Pip Durell, Founder & CEO, With Nothing Underneath

“We focus on quality, sustainability, and timelessness. The shirts are designed to last, not to follow trends. We use natural fabrics like organic cotton and linen, working with ethical factories that share our values.”