Nice Laundry is a premium men’s apparel brand celebrated for its vibrant, comfortable socks, underwear, and loungewear with an emphasis on customization and sustainability. Known for combining style and performance in everyday essentials, Nice Laundry has carved out a niche as a beloved direct-to-consumer disruptor in men’s basics. The brand focuses on high-quality fabrics, playful designs, and innovative customer experiences, making it a standout name in modern menswear.
Who Owns Nice Laundry and Where Is It Based?
Nice Laundry was co-founded in 2013 by Ricky Choi, who remains the company’s leading visionary. The business is headquartered in New York, NY, with its innovative logistics and fulfillment arm, Outerspace, based in northern New Jersey, managing warehousing and distribution.
What Products Does Nice Laundry Sell?
Nice Laundry’s core offering revolves around:
- Premium socks crafted from cotton, wool, and eco-friendly blends, featuring vibrant, patterned designs with functional attributes like reinforced cuffs and heel pockets.
- Innovative underwear using fabrics like Micromodal® for maximum comfort, moisture-wicking, and anti-ride-up features.
- Softwear and loungewear, including joggers and T-shirts, blending style with everyday comfort.
The brand also offers:
- Personalization options, including monogrammed sock boxes, enhance giftability and customer engagement.
- A sock recycling program encouraging customers in the US to send back old pairs for reuse and repurposing, underscoring the brand’s commitment to sustainability.
Who Is the Brand For?
Nice Laundry targets modern, style-conscious men who seek quality basics with personality and performance. The brand appeals to professionals looking for stylish yet comfortable undergarments as well as gift buyers searching for premium essentials with a twist. Their approach combines playful design and premium comfort, differentiating them in the competitive men’s basics market.
Timeline and Key Milestones
- 2013: Nice Laundry was founded by Ricky Choi, launching initially with a Kickstarter campaign that validated customer interest and demand.
- 2015: After cycling through multiple warehouses, Choi co-founded Outerspace, a logistics and fulfillment operation in New Jersey tailored to meet Nice Laundry’s unique DTC needs.
- Product range expanded into premium underwear and loungewear; subscription and personalized gifting options were introduced.
- The sock recycling program was launched; the brand solidified its reputation for high customer satisfaction and low return rates.
- Operating from its HQ in New York and warehousing in New Jersey, Nice Laundry continues to innovate in tech-enabled service and eco-conscious production.
Future Outlook
Looking forward, Nice Laundry plans to:
- Expand personalization with more bespoke items and enhanced monogramming.
- Grow the sustainability footprint, strengthening recycling programs and eco-material sourcing.
- Continue to leverage Outerspace’s in-house logistics expertise for fast delivery and an elevated customer experience.
- Evolve into broader software categories appealing to hybrid work and casual lifestyles.
- Maintain its direct-to-consumer agility to quickly respond to customer needs and market trends.
Its innovative product lines—from vibrant socks to ultra-comfortable underwear—coupled with an in-house tailored fulfillment operation, drive a direct-to-consumer experience focused on quality and personalization. Rich in history but forward-looking, Nice Laundry is positioned for growth in the post-pandemic landscape, focused on casual comfort, sustainability, and optimized delivery.
