Our Company

About Us

Welcome to pHany! Where all your underwear dreams can come true. We believe in good underwear--underwear for the body, mind and soul.

At pHany, we understand the importance of feeling confident and empowered. Thats why our collections are designed to keep you feeling sexy and comfortable, all while maintaining a healthy pH balance.

Underwear is an overlooked health care product essential for our personal hygiene,
so we have designed our range to be beneficial to your physical and mental health. The purpose of pHany is to facilitate your intimate wellbeing.

All our cotton is GOTS certified throughout the growth, treatment, and dyeing processes. You can rest assured that you are not wearing anything chemically harmful in your most precious and delicate areas. Plus, all our packaging is entirely home compostable.

Made by women, for women, at pHany, our goal is to meet the needs of women and make your dream pair of panties. Please get in touch with any requests, questions, or queries.

With love, pHany

Our Story

pHany was born from a girl who's needs were not being met. She found herself in the heat of summer, desperately searching for cotton underwear that still looked cute.

Synthetic materials are not only toxic, but offer little breathablility especially upon our most delicate areas.

Realising the market only offered a choice between cute underwear that was synthetic, or undesirable boring cotton underwear, she decided to make a change.

Cotton underwear is our #1 defence against unwanted odours and bacterias forming in our vaginal system. The reality is, sometimes, a lot of the time, if not all the time, we want to wear cute underwear! Who doesn’t? Cotton, comfy and cute!

Good underwear is right for all women and this is our mission. We deserve better, your pH deserves better, and thats why we have pHany.

Sustainability & Ethos

We believe in a brighter future for all and are proud of the efforts our generations have made towards
a healthy and sustainable future in all industries.

The fashion industry is previously labeled the second most polluting industry in the world. We believe that sustainability and design are equal, because without design, sustainability falls behind.

To beat fast fashion, we must meet the needs of the market when it comes to design and affordability. Our products are made in high standards and quality, by a team in Hunzouh China, following the .... certificate for Ethics and Sustainability.

Our Craft

The underwear at pHany is meticulously crafted by women, for women. By analysing the strengths and weaknesses of various styles, each pair is designed to meet our standards of comfort, style, and wearability, with a primary focus on hygiene.

Poor underwear can significantly affect vaginal pH, and
our mission is to mitigate this. Breathability and absorption are crucial, as synthetic fibers—including chemically processed ones like Bamboo and Modal—lack these qualities. Moreover, the chemical composition of fabrics is critical, especially in sensitive areas, making organic materials the ideal choice.

Studies indicate that specific styles, like thongs, can contribute
to higher rates of BV and other infections if improperly fitted. Our thongs are designed with a wider, longer gusset to provide optimal coverage, prevent bacterial transfer, and avoid discomfort.

Ultimately, our goal is to create underwear so comfortable that it feels like a second skin.

Meet the Designer

Meet Sera, the creative force and visionary behind pHany. Hailing from Sydney, Australia, and educated in Europe, Sera has always been captivated by how women use fashion as a powerful means of self-expression.

Her journey began with her Kiwi grandmother, who in the 1950s and 60s ran her own dress label from London, UK and introduced Sera to the world of sewing. Fuelled by this early inspiration, Sera pursued her passion for fashion design throughout high school and university, ultimately specialising in Lingerie Design in Florence, Italy, and earning an Honours
Degree in Fashion Design and Textiles.

Lingerie has always held a special place in her heart, and Sera is thrilled to bring her dream to life with pHany—a brand crafted by women, for women.