Let's get personal. Raise your hand if the very first thing you do when you get home is take off your bra. I don't know about you guys, but my hand is raised. There's nothing more comfortable and unconstricted as going sans bra right? Well, meet the dynamic duo behind Negative Underwear, Lauren and Marissa, who are making sure this is never ever the case.
Last month, I had the pleasure of meeting the ladies and visiting their gorgeous studio in New York City. The airy, bright space compliments the brand's minimal, totally wearable and just the right amount of sexy bras, underwear and tees perfectly. With a focus on fit, not frills, the pieces are hands down, the most comfortable bras I've ever tried on (yes, I had the chance to give it a go!)
Read my interview with the fab designers below and check out their newest WHITE collection, launched today on their website here. And since the holiday season is upon us, always remember that less is more :)
What's the story behind Negative Underwear?
We met as freshman in college at UPenn, so really it started as a mutual obsession with fashion. This eventually turned into night classes at FIT alongside our full-time jobs in NYC. In going back to school, we realized that our opportunity was underwear – creating a line of better basics for girls like us who cared about what we wore on the outside but didn’t have go-to options for underneath. We set out to create a line that merged comfort and cool at an accessible price. After years of research, business plan writing, sourcing, samplemaking, experimenting and iterating, we produced our first collection and launched in February 2014.
Favorite item from the collection?
We always say that’s like picking a favorite child! As underwear entrepreneurs, we’re all about showing off the goods, so we love pairing one of our printed sets (Boa or Albatross) under our muscle tee or low arm tank for an everyday uniform with a great pair of black skinny jeans. To amp up the sex appeal, our Essaouira or Sieve bras underneath the low back tank, tucked into a high-waisted black pencil skirt is killer. And for the best ‘I’m not wearing sweats again’ at home look – our off-the-shoulder tee paired with a Boa brief. Super comfortable and still so cool.
Who is the Negative girl?
Well first, she’s more a GIRLBOSS than a girl – she’s independent and confident in her own skin, she cares about quality and design. She’s someone who curates the brands in her life – has a considered point of view and is constantly editing out anything she doesn’t need. The cool thing about starting a business is that we may have had a clear vision of what this girl looked like in our minds, but in reality, the Negative girl turns out to be more about mindset than demographic. Our customers span from 20’s to 70’s, from editors to entrepreneurs – across almost every state in the country and even abroad. It’s pretty amazing to see!
What celebrity/model/icon do you see wearing Negative?
It’s an interesting question – our inclination from a photography perspective is to always show real girls (versus professional models) to represent the brand visually. We think that’s cooler and more interesting– certainly the antithesis of some of our competitors. That said - there are so many real girls we admire and would love to have photographed in our underwear. A few names that come to mind: Sophia Amoruso, Carine Roitfeld, Jenna Lyons, Jenné Lombardo, Christene Barberich, Claire Distenfeld, Natalie Joos…the list could go on.
Favorite spots in New York?
Our studio is located in Soho, so we’ve gotten to know the neighborhood quite well. We’re obsessed with the Butcher’s Daughter for healthy breakfast or lunch meetings. Ground Support for almond milk lattes. Sant Ambroeus for fancy drinks and dinner. Juice Press for everyday maintenance. And Laduree or Momofuku Milk Bar for some necessary indulgence.