NEW YORK — Israeli model Bar Refaeli revealed that she is starting an online casual lingerie company called Undeez.com with fellow Israeli model Dudi Balsar.
The website, which is expected to be online this fall, and the merchandise is billed as basic and for everyone. According to the Israeli financial newspaper Globes, Undeez has raised $1 million from Israeli investors.
Balsar came up with the idea, and Refaeli is responsible for marketing and business development. She’s hoping to use her popularity as leverage.
Refaeli told Elle magazine that through Undeez, “you’ll be able to buy clothes — underwear, socks and T-shirts for men and women — in very soft, basic fabrics. I started the site with a friend because when I like a pair of underwear, I’ll get 30 pairs of it in the same colour. But I don’t have time to go buy underwear all the time. And I had boyfriends who were the same way — they never had time to go buy socks and underwear, that’s for sure! — so this website is great because after subscribing, you get these necessities sent directly to you each month.”