Proclaim’s Underwear Is the Cozy, Skin Tone-Inclusive Solution to Lingerie’s Pollution Problem
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Some products show up everywhere — subway ads, Instagram, celeb endorsements. With this series, we're testing such products to conclude one thing: Does it live up to the hype?
What's everyone talking about?
Proclaim's underwear collection is stirring up a conversation for its promise to bring skin tone-inclusive, sustainable, and comfortable options in an array of sizes. The brand's Everyday Bralette and Mid-Rise Brief are available in four flesh-toned hues for all to wear and enjoy.
What's the buzz about?
The lingerie industry is pretty far behind in terms of sustainability and diversity — and Proclaim is here to change that. This USA-made brand is challenging the rest of the lingerie industry by creating skin tone-matching underwear with sustainably sourced and recycled materials, all available in sizes small through 3X.
Where's all the hype coming from?
Features in major fashion publications like Glamour, Elle, Essence, and more.
Now being sold in mainstream fashion retailers like Reformation and Madewell.
Over 30K avid followers on Instagram alone.
So does it live up to the hype?
How'd we come to this conclusion?
Let's be real — fast fashion is absolutely terrible for the environment. But while many eco-conscious consumers are shopping at thrift stores or buying from more sustainable brands, there's still an overlooked part of the apparel market that needs an environmental upgrade: lingerie.
That's where Proclaim comes in. This underwear basics brand may only have three styles, but they still have so much to offer in terms of sustainability and anti-colorism.
This nude lingerie line is crafted in the heart of Los Angeles, and it's fronted by female BIPOC entrepreneur Shobha Philips. She created this lingerie basics line for one reason: She was tired of scouring for “nude” underwear that actually matched her skin tone, which is a major issue that many BIPOC women face when shopping for flesh-toned underwear. This led Philips to launch Proclaim and create the brand's Everyday Bralette and Mid-Rise Brief. These pieces feature four different nude options to create a barely-there look that actually matches your skin tone.
But Philips went beyond the colorism issue within the lingerie industry and is combating other problems plaguing fashion, like sizing and sustainability. Proclaim's Mid-Rise Briefs range in size from S to 3X, and their Everyday Bralette also comes in two fit options (A-C Cup and D-DDD Cup). Speaking for myself, finding my perfect fit is usually a struggle in stores, let alone online, but Proclaim's vast sizing options allowed me to find the best-fitting underwear and bras for me.
When it comes to their sustainability efforts, Proclaim simply can't be beaten — all of their underwear is made out of Earth-friendly materials. These include TENCEL, which Proclaim touts as the “Beyoncé of fabric” for its super soft feel and green composition (its fibers are made out of wood pulp from sustainably managed sources), along with fiber from 100% post-consumer, BPA-free recycled plastic water bottles to combat our planet's plastic waste epidemic. Even their packaging is made from recycled materials.
But most importantly, how does the underwear feel? In a word, amazing. Both the Everyday Bralette and Mid-Rise Brief are so soft and lightweight that you might forget you're even wearing anything. This is a huge plus for me, considering that most of my undies and bras fit a little more snugly than they used to before the quarantine.
What's the bottom line?
If you’re looking to invest in some new, comfy underwear that’ll make you feel good, then Proclaim is a must-have. Their range of nude color options will allow you to find the perfect tone for you. Plus, the feel is ultra cozy and the material is great for the environment. It’s a rare perfect trifecta that you just can’t pass up.
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