Natori

The r/BuyItForLife community is overwhelmingly enthusiastic about Natori, particularly for underwear and bras. The Bliss line of underwear draws repeated, specific praise for comfort, durability, and fabric quality, with many users reporting pairs lasting five to ten or more years. While technically not a true BIFL product category, Natori is consistently cited as the best-in-class option for lingerie longevity and comfort.

Natori is the community's top pick for long-lasting, high-quality underwear and bras, but the inherent lifespan limits of elastic and fabric mean it can't be a true buy-it-for-life product — just the best available in its category.

Community members praise Natori for exceptional comfort, soft cotton fabrics, and surprising durability given the product category. The Bliss underwear line and various bra styles are repeatedly recommended as the best options available at their price point.

• Bliss underwear line lasts years with proper care
• Soft cotton blend fabric feels comfortable and breathable
• Bras hold up through weight fluctuations and extended wear
• Available in a wide range of styles and sizes, including hard-to-find band sizes
• Robes and sleepwear also praised for quality and durability
• Often findable on sale at Nordstrom, Macy's, or Nordstrom Rack

The main criticisms are the high price point and one isolated report of poor quality on a single purchase. A few users note that light-colored underwear may discolor over time with washing.

• Price point is high, though sales can offset the cost
• One user reported underwear falling apart after first wash
• Light-colored underwear may grey with repeated washing
• Underwear, like all lingerie, is not a true BIFL category regardless of brand

One long-time customer noted they still own Natori lace sets from 20 years ago that have seen plenty of wear, though they're not worn daily anymore.

A lingerie buyer for a major luxury department store specifically called out the Natori Bliss thong as the most comfortable underwear they've ever worn.

A user described gradually replacing their entire underwear drawer with Natori Bliss briefs after buying a first pair six years ago — that original pair is still going strong.

One commenter acknowledged that underwear isn't truly a BIFL category, but said Natori is the brand that gets closest to that standard by lasting years before needing replacement.