McRabbit was founded in 2010 at the University of East Anglia (UEA). The University's green fields plays host to the world's longest behavioural study of Rabbits.

Inspired by the famous UEA Rabbits roaming free and happy especially during sunny days, students at the University, were constantly enamoured by the free and simple life that the Rabbits seemed to enjoy and sought to capture this through the birth of a casual wear brand that had the provision of simplicity and comfort at its core. This was propelled by the animated McRabbit character of a standing Rabbit that always caught everyone’s attention.

Today, McRabbit is an e-commerce underwear brand focused on contributing positively to the daily experiences of our consumers by providing them with quality and comfortable underwear for their everyday use.