Underprotection - Ten out of Ten By: Click to explore our newest 'AI enabled' Analytics. Dec , 2020 When they started roughly ten years ago, the founders of Underprotection had to deal with the naysayers and the sceptics. Sustainable fashion was not in vogue and sustainable lingerie was unheard of. A decade later, the brand is big and held in high esteem, and the founders stand vindicated. Ten years ago, everyone said that they were doomed to fail. No one believed in the two. Some thought it was a wonderful idea but believed them to be opportunists. They said: you can't earn money from that.