Cracking the US market is a goal for many UK fashion firms and one of the keys to this is linking up with a major name there.

Nudea, the sustainable underwear brand, has done just that and on Thursday will launch in US department store Nordstrom.

This will repent a major increase in its presence across North America.

July 4 is a significant date on both sides of the Atlantic, what with the UK general election and, of course, Independence Day in the US. 

It’s also the day on which American consumers will be able to shop for the brand’s multiple ranges, including its best-sellers such as ‘Sleep’, ‘Seamless’ and ‘Organic Cotton’.

Nudea Founder and CEO, Priya Downes, said: “We’re really excited to be expanding further in the US with our launch with Nordstrom this month.

“With Nordstrom’s wide reach and premium positioning across North America, it’s a great match for the Nudea brand.”

The expansion also follows the launch of Nudea’s new limited-edition ‘Form Seamless’ collection, which includes a bralette and brief.

The bralette features light support, removable cups and adjustable cross back straps – with the company positioning it as “perfect for yoga or all-day wear under any outfit”.