Rebranding Firstly: A Multigenerational Intimates Brand

About the Project Calita had built a line of intimates that women loved, so buttery soft, thoughtfully engineered, and designed for real bodies. But the brand name and identity skewed young, limiting their ability to scale. We renamed Calita to Firstly and repositioned them as the first truly multigenerational intimates brand built on honesty, celebration, and personality.

The strategic shift: Repositioned them around “Joy in the First Layer,” transforming essentials from something purely practical into a movement that celebrates women at every stage of life. Firstly addresses real body realities, from frontal wedgies to postpartum recovery, while showcasing the thoughtful engineering that makes a daily difference.

From: “Soft, sustainable underwear for everyday wear” To: “Joy in the First Layer, intimates designed to celebrate women at every stage of life”

The magic happened in the renaming and positioning. Instead of just talking about comfort and fabric, we built a brand with a bigger purpose: supporting women through life’s most intimate moments while making them feel confident, comfortable, and seen. Firstly became the first truly multigenerational intimates brand, building products that mothers and daughters genuinely love, owning the underserved postpartum space, and turning comfortable, well-designed underwear into a daily celebration.