About us

Launched in January 2016, Rossell underwear brand was created by founder Jo Rossell from a personal desire to make underwire free, contemporary designed underwear made from natural fibres.


Timeless, understated and luxurious the underwear shapes are formed of modern clean lines using the highest quality materials and components sourced from Italy, Switzerland and France.  The Italian cotton used in each style has a unique weave, enabling this clever cotton to have a natural stretch, whilst remaining 100% cotton.  The bespoke nickel free closure is positioned asymmetrically at the back for comfort.  

All Rossell bra’s are designed to be underwire free, whilst still maintaining good support to the bust.  Every detail is considered in the design process with up to 3 prototypes being made before the initial sample, we work closely with our pattern cutters and graders to ensure the highest level of quality is maintained.  The product is now skilfully produced in a specialist lingerie factory based in Portugal.


Jo Rossell graduated from Kingston University in 1999 with a BA Hons degree in Womenswear and went straight to New York after graduation where she worked for Calvin Klein, then Narciso Rodriguez. After 5 years in New York she returned to London in 2004 designing collections for Amanda Wakeley and in more recent years consults for Margaret Howell.  Jo Rossell has a 3 dimensional approach to her design and always starts a new design by manipulating lines and fabric directly on the form before sketching.  Her extensive experience in designing womens ready to wear gives the brand a fresh and unique approach to lingerie design. The decision to launch her own company comes as a natural progression continuing her vision to producing high quality, timeless and well designed products.