U.S. Lingerie Businesses Established in the Past Decade
If someone asked you to name a lingerie brand, one of the first names to come to your mind would be Victoria’s Secret. It was started in 1977 by husband and wife, Roy and Gaye Raymond because Roy found the typical lingerie shopping experience to be one that was uncomfortable with poor options on offer. So, he redefined it. And since then, the lingerie industry has gone from strength to strength. So, in this article, we are going to look at some of the newer lingerie businesses of the past ten years, along with the people behind them. Although it’s now a booming industry, innovative ideas and new practices show that it’s not slowing down, and it is more dynamic now than ever.
Headquarters: San Francisco, California
ThirdLove started up just 9 years ago, yet now it is the “third-largest online intimate apparel brand” in the United States. Heidi Zak and David Spector of ThirdLove started up the brand to create better-fitting, more comfortable underwear for women. Over the years, they’ve done exactly that, and haven’t looked back since – ThirdLove now serves a worldwide audience, offering their customers lingerie, nightwear, and loungewear that is not only stylish but also the height of comfort. The founders have picked up awards for their efforts, with both of them receiving the EY Entrepreneur of the Year Award for the Northern California region.
Savage Fenty X
Headquarters: El Segundo, California
Although the newest on this list, Savage Fenty X has taken the lingerie world by storm since its online launch four years ago. This is partly due to the fact that it was founded by Robyn Fenty, more commonly known as Bajan chart-topping singer Rihanna. Her brand Fenty branches out into various areas of beauty and fashion, including cosmetics, and is applauded for its inclusivity. This is said to be the reason she decided to start it up – she wanted to see people of different colors, sizes, and shapes sporting her products, and she’s done exactly that, with the hugely diverse range of models she showcases as part of her brand.
Headquarters: Chelsea, New York City
Sustainability is the buzzword of the year, and Cayla O’Connell Davis has created a brand to fit this. Knickey aims to provide customers with environmentally responsible products, right from the initial production of each piece to the materials that are used to create them. Cayla wants to make a difference with her brand – they offer organic cotton products over ‘chemical cotton’, which is better for the environment.
Lingerie has come a long way in the past few decades, and it’s exciting to see what the future holds. Now, comfort, style, durability, and the planet are at the forefront of fashion, and there is more choice out there than ever before. Thanks to the founders of these businesses, wanting to make a difference and create products that are more than just lingerie, the industry has transformed beyond recognition from what it was in the 20th century.