Maxine Kelly

Maxine Kelly is the founder of Underlena, a Wellington-based lingerie store that has gained a loyal following since its opening in 2021. She recently launched her own line of lingerie, focusing on everyday sensuality and comfort, which includes a foundational trio of black briefs designed for all-day wear. Drawing from her extensive interactions with customers, Maxine identified a gap in the market for stylish yet comfortable underwear, leading her to create pieces that cater to a diverse clientele, including postpartum women and those seeking everyday elegance. Her collection emphasizes ethical production, with garments made from sustainably sourced materials in Portugal.