Why the underargument?
Words from the Founder
"Individuality fuels our purpose but in a world fearing differences, it can be more intuitive to try to fit in rather than stand for our uniqueness and argue against the norm.
The underargument exists to remind ourselves to always embrace authenticity so we can find our vision, fulfil our purpose, and simply live our best lives."
My life experiences have always seemed to take me places where I didn't quite fit in, but yet somehow belonged to. I often tried to fight my discomfort. I tried to make sense to everyone. That was until I realised how purposeful my experiences become when I fully accept my individuality, including the sides of me which don't seem to fit the norm.
Completely unrelated to that, I've also had a very (un)healthy addiction to lingerie since well before I could wear any. This is pretty much how - after creating a clever (if I say so myself) play on word with "undergarment" - the underargument was born.
Part content site and part lingerie brand, the underargument aims to advocate the power of individuality. And as much as I always say that the world doesn't need a new lingerie brand (this one is pretty hot though, right), using something as close to our skin for this, seemed like a pretty good idea.
Each collection is a personal reminder and a campaign against the norm supported by women who volunteered to share their related stories; empowering themselves through vulnerability and educating us through authenticity. All the women featured on the site were selected for the story they chose to contribute, not cast based on any physical criteria (find out more about our anti-casting). The works of artists - writers, singers, video producers etc. - join their stories in the read, listen and watch sections.
Lingerie used to and still has an empowering and therapeutic effect on me. I'm hoping that the underargument, both through the lingerie and the content shared, will take you on a journey that will have the same beneficial effects on you. I hope that through embracing your individuality, you find and fulfil your purpose because the world needs your unique gift to become a better place.
P.S. If you have a story to share or a mindset you'd like to see turned into a beautiful lingerie collection, we're all about collaboration so feel free to come argue here.
P.P.S If you want to learn more about how we make what we make, head here.