One Year of Not Basics

Hey everyone, Amanda here 🤍

For those short on time: this week marks one year of Not Basics, and we’re celebrating with 30% off sitewide from 25th–30th September, with early access for mailing list subscribers starting at 7pm on Thursday, and doors opening for everyone else at 8pm.

For those with a hot cuppa and a few minutes to scroll - keep reading for the story of how we got here, and why this milestone means so much.

This week feels really special - it marks one year since we rebranded to Not Basics.

I won’t lie, when Katie and I pressed “go” on the rebrand last September, it was terrifying. We were walking away from the name and story that first put us on the map, and there were nights I lay awake wondering if we’d made the right call. But deep down, we knew it wasn’t about abandoning Pantee - it was about evolving with you.

Our story started back in 2020, when we launched Pantee in the middle of lockdown - the world’s first underwear brand made from deadstock t-shirts. What began as a sustainability experiment quickly grew into something bigger: a mission to make skin-friendly basics mainstream.

And honestly, you helped shape that journey. You told us what mattered most: softness, comfort, natural fabrics that feel better than polyester-heavy basics. You asked us to take that same approach beyond underwear - into the clothes you live in every day. You see, this brand has always been co-authored by you.

That’s how Not Basics was born: same honesty, same purpose, but a bigger mission. To create clothes that care for your skin as much as your skincare does.

Because here’s the truth: nearly 70% of clothes today are made from plastic-based fibres like polyester and nylon. They trap odour, irritate skin, and feel uncomfortable for all-day wear.

For Katie, synthetics trigger severe allergies. For me, with ADHD and sensory sensitivity, the wrong fabric can derail my entire day. And from your feedback, we know we’re not alone.

That’s why we created Not Basics: clean fashion staples made from organic cotton, designed to be worn on repeat. Clothes that don’t just look good - they feel good, and support your everyday life.

One year on, I couldn’t be prouder that we took the leap. We’ve welcomed thousands of you into this community, and we’ve proven that rebrands don’t have to be about fonts or logos - they can be about mission. About choosing better. About building something together.

So, we’re marking this milestone with a Birthday Sale: 30% off sitewide, 25th–30th September. Not because we believe in endless discounts, but because milestones are worth celebrating with the people who made them possible.

Think of it less as a sale and more as an invitation: a chance to make the switch from plastic-heavy basics to clean, breathable, skin-friendly ones that actually support you.

Thank you for being part of our story. However long you’ve been with us, you’ve helped us get here - and we couldn’t be more grateful.

Here’s to year one of Not Basics - and to all the years still to come 🤍

Amanda x