A Letter From Our Founder

Hey everyone,

Like many of you, March 2020 turned my world upside down. Our Hollywood production company ground to a halt, and the TV show we'd just sold (flights booked and everything!) evaporated overnight. While the commercial work dried up and savings dwindled, we suddenly had time to do something we’d been talking about for years. 

Underwear. 

Sitting in our living room, we decided to bet on ourselves. Armed with the softest fabric we’ve ever felt in our lives, bold designs, marketing skills learned working with global brands, the unwavering belief that we could make the world’s most fun underwear brand, and just $500 for our first Facebook ad, we launched Culprit with a viral video.

The response was explosive.

That $500 turned into $3,000 in revenue instantly.

We reinvested, hitting $100,000 our first month and an incredible $2 million our first year. It felt like playing Blackjack, except we were the house.

But the real magic happened when we listened to our customers.

Discovering women were buying our men's boxers for comfort led to our "Eureka!" moment: LadyBoxers™. We trademarked the name and made a new viral ad tailored to women. This tripled our revenue overnight in 2021 and reshaped our entire customer base.

With no background in fashion or e-commerce, we learned everything from scratch – design, manufacturing, fulfillment, finance – embracing a first-principles approach and letting data be our guide (no suits telling us what to do!).

It's been a trial by fire, but we’ve emerged stronger, building something truly unique that people love.

Now, we're ready to scale, and we want you to be part of it. Read on to see how you can own a piece of Culprit.

Let's do this,

Dylan Trussell

Founder, Culprit Underwear

The Problem: 

For decades, this $99 Billion underwear industry has been dominated by a few stale giants. They rely on outdated designs, lazy licensing, basic materials, predictable marketing, and frankly, they just do the bare minimum. Comfort often comes at the expense of style, and sustainable, ethical production is rarely the focus.

 Consumers were stuck choosing between boring basics and low-quality novelty. Where's the fun? Where's the innovation?

Women, in particular, have been underserved, often forced to choose between style and genuine comfort, especially for lounging and sleepwear.

Our Solution: 

As Hollywood filmmakers behind global campaigns for brands like Starbucks, Mercedes, and Beats by Dre, we knew how to capture attention and build desire. We decided it was time to build our own brand.

Culprit injects life, art, and humor directly into your top drawer. We create ridiculously comfortable, sustainably sourced underwear and apparel that doubles as a canvas for creativity. We combine:

1. Unique, Conversation-Starting Designs: "Every print could be its own TV show or movie." We drop fresh, limited-edition designs monthly that you won't find anywhere else, turning underwear into wearable art. Instead of lazy licensing, we create pop-art parodies.
2. Criminally Comfortable & Sustainable: Our signature Micromodal fabric, made from responsibly harvested beechwood trees, is incredibly soft, breathable, and uses significantly less water than cotton.
3. Content is King: We're not just a fashion brand; we're a content-driven DTC company. We leverage humorous, shareable video content to build brand awareness and drive sales. "Funny is shared 5x more".
4. LadyBoxers™ & BAEthing Suits: We listened to our customers. After discovering women were buying our men's boxers for sleep comfort, we had our "Eureka moment," trademarked "LadyBoxers," and designed the perfect boxer for women. This pivot tripled our growth overnight in 2021. Our BAEthing suits extend our unique designs to swimwear.

The result?

We didn't just create underwear; we created a brand people connect with, talk about, and genuinely love wearing.

Our results speak volumes. 

We started Culprit with just $500 and turned it into a revenue-generating machine built on authentic connection and a product people adore.

Our customers are our best advocates. The love for Culprit is real and measurable:

96% 5-Star Reviews: Across nearly 10,000 reviews, customers rave about comfort and design.

Organic Celebrity Endorsments: Our reach is amplified by endorsements from celebrities such as Billie Eilish and Tom Hardy, and organic appearances in hit TV shows like HBO’s Shrinking.

And the press loves us, from Vogue, to USA Today, to Forbes.

Market Opportunity: 

The global underwear market is enormous, projected to hit $140 Billion by 2032. But the market is fragmented: the top 5 legacy brands only control about 30% of it. That leaves a massive 70% wide open for innovative, direct-to-consumer brands like Culprit to capture significant share.

Consumers, especially younger demographics, are actively seeking brands that offer more than just a basic product – they want personality, sustainability, ethical production, and a brand story they connect with. That's exactly where Culprit shines.

Culprit operates on a straightforward and scalable Direct-to-Consumer (DTC) e-commerce model.

Culprit is led by visionary founders with a unique blend of creative firepower and entrepreneurial grit. Inspired by Pirouette Pharma's emphasis on their team, we highlight ours:

Our financial performance underscores the strength of our model and the potential for significant returns.

We're currently raising up to $124,000 through Wefunder, but we plan to raise more once our audited financials are completed.

We’ve stretched that initial $500 and a $3.2M equity investment this far. Now it’s time to raise capital to take on the industry giants who offer what we think are inferior, boring products. We plan to use investment for:

• Inventory Expansion: Meet growing demand for core underwear products and new apparel lines. Ensuring our best sellers are always in stock. 
• Product Development + Expansion: Accelerate the launch and refinement of new categories like pajamas, loungewear, and potentially socks and swimwear.
• Marketing & Sales Growth: Scale our proven marketing strategies to reach new audiences and enter new domestic/international markets.
• Team Expansion: Hire key personnel in marketing, operations, and product to support scaling.
• Operational Efficiency: Invest in systems and infrastructure to streamline fulfill development and enhance customer experience.

We've turned $3.2M equity raised into $30M+ in revenue. We accidentally discovered a huge market with LadyBoxers and tripled our growth in 2021. We make products people are obsessed with and content people actually want to watch.

Now, we're inviting YOU to own a piece of the rebellion.

Don't get caught with your pants down.

Invest today. Help us save the world from boring underwear.