“During the pandemic, shoppers started prioritizing comfort over style, and granny panties fit the new WFH lifestyle,” says Bloomers‘ co-founder Noa Arias — so a year into a global quarantine, Arias launched the brand alongside her mother, a former tech entrepreneur. She believes the designs by Bloomers — high-waist, fullback lace undies that are guaranteed to be wedgie-free — are poised for popularity, even with restrictions easing, more employees returning to offices, and couch-bound comfort-wear returning to a weekends-only rotation. “Now that we’re heading back to normal, we don’t want to give up being comfortable, [but] we’re eager to be fashionable once again,” Arias explains. “Bloomers’ briefs are the best of both worlds: They have all the comfort and coverage of a granny panty, but they’re made from a soft, stylish lace with a scalloped edge.”