Find out about the brand, Everyday Lingerie Co., and how a gap in the underwear market turned into a dream, and now has become a reality.
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Hi I'm Danielle Sady, and I'm the founder of Everyday Lingerie Co.
Try to find every day underwear and not spend a fortune. I went to two intimate apparel stores, I went to a couple of mass merchants, went shopping around there was nothing. Nothing that would sit for me that was comfortable. I was going up a size or two in underwear. Which wasn't great for your body issues that you have either. So I went, you know what? If I can't find it I'm just going to make it myself.
It wasn't until I started chatting to a couple of my girlfriends, and they were like "What are you talking about? I wear a size eight or size six jean, and I buy a size 10 or size 12 in underwear." I'm like "What are you talking about?" There's no real curves to go off, and they're like no, no they don't make it high enough. It sits too low, it doesn't hold me here. I'm just like, okay it's my time. This is what I'm going to do and that's how the idea came about.
Then it was about 18 months ago that my husband turned around and said to me, "It's time. You need to quit the corporate job. You're not happy, you're not being fulfilled. This is what you want to do. It's time."
I'm super critical. I'm critical with my own products. So going through the whole testing phase, part of it was literally being tested on real women. I look at what I can do to help a woman feel more comfortable in it every day. It's you, it's me, it's everyday women, it's people who want to be able to transition from day to night in the sense of do you want to go to work and then be able to go to the gym after and have that transition, and still feel good about yourself rather than feeling like you have to wear big [bulkier] undies. Really we don't need Bridget Jones moments.
I feel like I'm held in. I feel like I'm supported. That it's comfortable, it's breathable. Anyone who wants those three things, the comfort, support, and durability, and breathability from their underwear we're for you. We're not about age or size, whatever. We range in sizes eight to 22 for a reason. We want to be there to empower you to feel comfortable and confident in who you are, because you're perfect just as you are. Just as I am, and its taken me a while to get here, but every one is exactly who we're meant to be.