Australia & New Zealand's Most Trusted D2C Brands 2026 › Step One
#56 of 100 – Fashion & Apparel

Step One

Direct-to-consumer online underwear brand that sells bamboo viscose underwear mainly through its own website in Australia, the UK and the US.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 78/100
Step One ranked #56 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score75.28out of 100
ANZ D2C rank#56 of 100
HeadquartersSydney, NSW, Australia
Founded2017
Latest revenueA$63.7M revenue (FY2026, year ended 30 Jun 2026)
Trust pillar78/100

The Step One story

Step One was founded in Australia in 2017 by Greg Taylor and is owned today by Public (ASX: STP), Step One Clothing Ltd. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #14.

Why people trust Step One

It offers a 30-day first-pair guarantee and its customer database passed two million in FY2026.

The watch-out

Revenue fell 26.7% in FY2026 and it swung to a A$6.4M loss as it stepped back from deep discounting.

Why Step One ranks #56

Strongest of the four trust-led pillars

Brand Positioning, scored 80 out of 100.

Room to grow

Brand Recall, scored 68 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Step One scores 75.28 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
78
Brand Recall (18%)
68
Brand Positioning (15%)
80
Brand Love (15%)
76
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
66
Governance & ESG (4%)
68

Versus its nearest rivals

54M.J. BaleFashion · 75.5055Oz LotteriesMarketplaces · 75.4056Step OneFashion · 75.2857VinomofoFood · 75.1858RedbubbleMarketplaces · 75.16

Questions people ask

What rank is Step One in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Step One ranks #56 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 75.28 out of 100.

Why is Step One trusted?

It offers a 30-day first-pair guarantee and its customer database passed two million in FY2026.

What is Step One's revenue?

A$63.7M revenue (FY2026, year ended 30 Jun 2026), as per company filings.

Who owns Step One?

Step One is owned by Public (ASX: STP), Step One Clothing Ltd. It was founded in 2017 in Australia and is based in Sydney, NSW, Australia.

What is Step One's biggest challenge?

Revenue fell 26.7% in FY2026 and it swung to a A$6.4M loss as it stepped back from deep discounting.

Key facts

BrandStep One
Company / ownerPublic (ASX: STP), Step One Clothing Ltd
HeadquartersSydney, NSW, Australia
Founded2017
Founder(s)Greg Taylor
Latest revenueA$63.7M revenue (FY2026, year ended 30 Jun 2026), as per company filings
SectorFashion & Apparel
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.