When I asked my friends if they would shop at an alternative, feminist-minded, queer-friendly lingerie boutique that stocked hard to find sizes and decidedly non-traditional underthings, the response was an overwhelming yes, quickly followed by, why the hell doesn’t this exist yet? and, when are you opening?
This was tremendously encouraging, since I am passionate about bringing this shop into being: first as an online boutique, and eventually as a brick and mortar store that will be both lingerie shop and safe community space.
Creating a store that is a safe, welcoming space — that is feminist in its founding principles — is crucial to my approach, even as I work on the online boutique. Being “safe” and “welcoming” means explicitly communicating that anyone who likes wearing lingerie is welcome here. It means not having to wonder whether we will stock your size. It means not having to worry about whether you belong here based on the layout or marketing of the website, implicit assumptions about your life in the language that is used, and the brands that we carry. Stocking a variety of sizes is about allowing various populations to see themselves represented and valued. Stocking clean-cut boxer briefs alongside lacy thongs literally removes the physical and metaphorical space that we place between those items when we designate them as being for one gender or another, as “fancy” or “casual,” as if such adjectives were the same thing to all people.
Underthings are just underthings, no matter who they are worn by. They should fit you well. They should be comfortable. And they should make you feel awesome and downright giddy. Basically how I feel when I put on my Wonder Woman underpants.
So, my friends.
If you walk into a lingerie boutique and everything is a bit too frilly for your liking, we are here for you.
If you walk into a lingerie boutique and have serious doubts about being able to find your size—whether because you wear a 28D, a 30A, a 38B, or a 40J—we are here for you .
If you aren’t a cis-woman and would like to be able to find all of your underthings under one roof, we are here for you.
If you want to get on the ground floor of a startup alternative lingerie boutique and have input in what you would like to see in your ideal store, jump on in! It’s all hands on deck.
Welcome, friends. I’m so glad you’re here.