GS Shop introduced its own underwear brand, "UBGS (Underwear Beyond Good Selection)," and said on the 14th it will launch the spring-summer 2026 "Comfort Line."
UBGS is a brand that puts forward freedom of choice, comfort you can feel, reliable quality, and affordable prices as its core values. Its biggest feature is that customers can choose and buy tops and bottoms in different sizes.
Existing home shopping underwear products bundled tops and bottoms in the same size, causing inconvenience for body types that did not match. GS Shop reflected this customer feedback and improved the configuration so that bras and panties can be selected in the desired sizes individually.
Wearing comfort was also a major consideration. In the recent underwear market, demand is growing for no-wire, seamless, and cooling-fabric products that are less burdensome to wear for long periods than flashy designs. In line with this trend, UBGS applied the "Free Cut Fusing" method, which reduces seams and lowers skin irritation. It is a method that bonds fabric with heat and pressure to reduce stitching.
UBGS used fabrics in colors close to skin tones, such as skin, beige, and black, and added quick-drying and contact cooling functions to enhance comfort. The bra features a tank-style design to maintain a stable shape without a wire.
It also lowered the price burden. A set of three bras sells for 39,900 won, a set of five panties for 29,900 won, and a set of three bra tops for 39,900 won. On a per-item basis, bras work out to the low 10,000-won range each, and panties to around 6,000 won each.
The first UBGS launch products will be unveiled through "Fantasi-S," GS Shop's biggest event of the first half. They will debut first on the mobile app on the 16th, and the main TV launch will air at 9:20 a.m. on the 23rd on "The Collection." During the broadcast, buyers will receive a 5% discount with Samsung Card, and 3,000 won in rewards will be given for purchases of two or more sets.
Gwak Ji-yeon, MD of the casual underwear team at GS Shop, said, "Because underwear is what customers wear most often and for the longest time, we have launched UBGS, emphasizing comfort and practicality by actively reflecting customer feedback," adding, "We will refine comfort, materials, and fit so carefully that it becomes an underwear brand you reach for every day."