After searching high and low, you’ve finally found the perfect outfit for your big night out. You’re tingling with excitement as you slip into your new digs, imagining the look on every face as you step into the room in your strategically cut shift dress. But then you catch a glimpse of yourself in the mirror… where did that roll on your back come from? And what’s with the panty lines?
More often than not, the bras and panties that are supposed to help us accentuate what our mamas gave us are actually conspiring against us. We’ve all experienced the “four boob effect,” the “tube boob,” the “panty pinch,” or my personal favourite, the “why yes, I am wearing a thong, thank you for noticing.”
Not sexy, ladies.
Friends, Samantha Ivanko and Astrid Montalta, met in NYC back in 2005 while working in investment banking, moved to London in 2011 and shortly thereafter both found themselves engaged to the men of their dreams. After hunting for their perfect dresses, it became clear to them that what you wear underneath your once-in-a-lifetime gown was nearly as important as the dress itself… and much more difficult to find! The two quickly realized they were onto something, and from this, Nüdwear was born in early 2012 with the promise of “No Straps. No Lines. Just Curves.”
With flattering undergarments being such an essential, you would imagine the marketplace would be flooded with competition. But, even the big players like Victoria’s Secret and Calvin Klein who offer seamless styles, aren’t honing their designs in the conscious way that Nüdwear is. I spoke to Samantha who filled me in on their secret, “It’s about finding smart, clever ways to accentuate curves discretely.” The line offers everything from their strapless and backless signature Nüditi Bra and seamless panties, to accessories like Nüd Nips nipple covers and the intriguing Nüd Bum Booster panty that gives your cheeks that extra oomph!
The brand officially launched in May 2012, selling 1000 bras in their first week, and by June they had already become profitable. So what’s next for Nüdwear? Although Samantha and Astrid will continue to build their brand on “what they do best”: seamless, practical styles, both girls see this as merely the tip of the iceberg. There is much room to add colour, prints, styles, and sexier lingerie pieces: the sky is the limit!
With the speed in which Nüdwear has grown, the partners are currently working on their channels of distribution. For now, you can find all of their products (and a few other fun accessories!) on their website, with shipping available globally.
Support these ambitious girls by having Nüdwear support your girls!