les girls les boys

Launched in 2017 by Serena Rees, the British entrepreneur who co-founded Agent Provocateur, Les Girls Les Boys was created as a modern counterpoint to the overtly sexualized lingerie market. Inspired by the shared wardrobes and fluid identities of a younger generation, the London-based brand pioneered a “bed to street” concept, blurring the lines between underwear, loungewear, and streetwear. The collections featured minimalist bralettes, shareable boxer briefs, and comfortable sweats designed for a cross-generational and cross-gender audience. The brand's core philosophy was rooted in celebrating diverse identities and a more casual, unfiltered version of sexy. It championed comfort and versatility, with many pieces intended to be mixed, matched, and swapped between partners and friends. Les Girls Les Boys also made commitments to sustainability, using materials like organic cotton and bamboo, and employing zero-waste production methods for some items. The brand, which was sold through its website and select global retailers like Selfridges and ASOS, appears to have ceased operations but is remembered for its progressive take on modern intimacy.