Founded in 2023 by two Gen Z women of color Jiaer and Rachel in Amsterdam, Gudia was born from a shared vision to empower women inside and out. With 30 years of family expertise in lingerie, we blend heritage with innovation to create the most comfortable, stylish pieces. Designed by women, for women, we reject restrictive materials in favor of premium fabrics and human-centered design. At Gudia, comfort and beauty go hand-in-hand, because girl, you deserve it all.