Free shipping within the Netherlands for orders over 40 euros.
Always shipped within two business days!

Free shipping within the Netherlands for orders over 40 euros. Always shipped within 2 business days!

As I write this, I still feel a bit uncomfortable. I decided to start sharing blogs on our webshop because I think G&G is much more than your favorite underwear. In these blogs, I want to share with you about lifestyle, motivation, self-love and the adventures that life gives you. I’ll also write stories about the journey of Guts&Glory and my adventures as an entrepreneur. The discomfort I feel right now might be perhaps a very recognizable theme for some: I feel discomfort in showing myself, “sticking my head above the field,” as we say here in the countryside of the Netherlands. Showing myself was very often a challenge this past year, as it is helpful (necessary) to show yourself and speak up if you want to successfully launch a new brand! But more about that later….

What a year it was! The first year Guts&Glory Underwear was for sale on our webshop. It was a year in which, first of all, I learned so much and many new skills. Of course, the learning already started in the two years before the launch, while I was working on everything that had to be done before the launch of G&G. But with no background in fashion, marketing, sales or entrepreneurship at all, the past year has been one big roller coaster.

I want to use this first blog to give you an inside view at perhaps the most exciting day of the past year for me. For me the coolest period was definitely the two months before and after the launch, and in particular the shooting day (photo/video). We were making the promotion video and branding and product photography. I had no idea how to do it and neither did the models (most of them were dear girlfriends). 😉 I had prepared everything to perfection with the photo/videographer, and yet everything was cancelled due to Covid cases, so we had to reshedule the entire shoot a month later. With that, the launch was also delayed. And if there’s one thing I’m VERY good at now, it’s keep going when things are tough. Be sad for 15 minutes, then look ahead and fix what you can. When finally the shooting day could go on, I couldn’t sleep the night before. The (main) model for the product photos for the webshop canceled and I asked a friend if she would do it. She turned out to be a superstar, without any modelling experiences and rocked the day as a model. It was a day where everything went differently than the way we prepared, but we did what we could.
I look back on this day with so much pride. I saw all the underwear on different women’s bodies for the first time and I was SO relieved that the sizing was right and that it suited fantastic on everyone. And those girls… In the middle of winter, they stood with red noses from the cold in their (almost) naked bottoms. There was laughter, no complaining and an energy of ‘we got this!’ That moment I realised, this is why I asked the girls from my own network for this. They showed that they are brave and their purity fits what I want to convey with Guts&Glory Underwear. Another dear friend provided tea/coffee/food all day in the woods and at the location where we were shooting. In the evening, two big pans of pasta were on the stove at my house and everyone stayed for dinner. The shooting day was an adventure, I can’t wait to be able to do another shoot day when we launch new colors….

Love, Britta
Founder of Guts&Glory Underwear


Guts&Glory Underwear

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