" We design intimates that put women first — stitched with comfort and joy to support bodies as they live, change, and evolve. "
- Rebecca
intimates that breath
TENCEL™ Modal
Made from fibers derived from trees, TENCEL™ Modal is buttery-soft, moisture-wicking, and resilient - leaving you feeling cool and dry all day (and night), while being kind to the planet.
Real Talk, Real Bodies
Founder Story
Firstly was born from a problem I knew too well: as a teen, I struggled with chronic yeast infections, and every “healthy” underwear option I found was stiff, frumpy, and uninspired. I wanted something breathable that also made me feel like myself.
What started as a personal mission has grown into a brand embraced by women of all ages.
We design intimates that celebrate women’s bodies as they change and evolve — with natural fabrics, wedgie-proof cuts, elastic-free waistbands, and gussets that actually cover what they should. From first periods to postpartum, menopause, and beyond, our pieces are stitched with comfort and joy so that the first layer you put on every day feels like something worth celebrating.
Because our underwear shouldn’t just work for our health — it should honor who we are, and who we’re becoming.
— Rebecca
Mother + Daughter
Two Generations, One Mission
Firstly may have started with Rebecca, but it quickly became a mother–daughter story. Vivian first stepped in to oversee Canadian fulfillment as a temporary favor - yet what began as short-term support soon grew into a lasting role. The work suited her, and more importantly, it gave them a new way to stay connected from across San Francisco and Ottawa. Together, they bring two generations of perspective to Firstly, creating intimates that support women through life’s firsts and every stage beyond.
Multigenerational Joy
Celebrating Women At Every Stage
Firstly is the first truly multigenerational intimates brand - connecting women across generations through comfort, health, and celebration. From first periods to postpartum to perimenopause, our pieces move with your body as it changes and evolves. Because every stage deserves to be celebrated.