New Year, new you, new underwear! As January ushers in a moment of sprucing, sorting and Marie Kondo-centric streamlining, a well pruned delicates drawer is sure to induce a smile, particularly when right now, it’s the small things that count. The only brand for achieving knicker nirvana? LA-based label Proclaim, which offers a range of pared back bralettes and pants in a diverse range of nude shades, previously unseen in the underwear industry.
‘I wanted to make as many people as possible feel the brand is for them,’ says Indian-American founder Shobha Philips, who launched Proclaim without any fashion training in 2017, out of a frustration for not finding nude underwear in her skin tone. ‘I’ve created a simplistic silhouette you can layer with multiple things,’ she says of the brand’s soft and minimalist designs, which act as a second skin. Bralettes with wire-free support provide maximum comfort, while briefs have a flattering and versatile mid-rise shape.
There’s also a range of sustainable credentials behind the brand. Proclaim’s underwear is made in Los Angeles, using earth conscious materials, including Tencel, which is produced with low ecological impact from wood pulp, and recycled polyester. Its packaging is crafted from 100 per cent recycled or recyclable materials, including label fasteners formed from natural hemp fibres. ‘A lot of sustainable clothing is not attainable due to cost, but we’re really keeping pricing in check,’ adds Philips.
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