So, when we put an ad on social media asking everyone all the questions, they had for us at ELC, one of the big ones that came up was where ELC actually came from and how I created the brand. So I wanted to actually explain how it all sort of happened. A lot of people think, "Oh you come up with an idea, you create a business and that's kind of it, you bring this to life." It's actually been six years in the making for me with Everyday Lingerie Co. or ELC.
So, it started from a need that I couldn't find any underwear. So I would regularly shop ... I'm a G String girl. I'd regularly shop at a major retailer in Melbourne and they actually discontinued the underwear from this brand that I loved. So I bought 24 or 26 pairs of this underwear, took it home and it got to the point where, let's just say they had seen better days. And I went, "What am I going to do?" So, I went out hunting for the best undies.
Spent literally thousands of dollars on underwear trying to find something that will suit me from day to night, going to the gym, going to work, having fun on the weekends, doing kind of what I did in my day to day life. For something that was breathable and comfortable and supportive and I couldn't find anything. Most underwear I found, especially in G String would go wider, but they wouldn't increase the height. Now I'm someone who's always been a little bit curvier.
So, the idea that I came up with was, well, if I can't find them, I'll just make them myself.
With anyone who started a fashion business, especially if you've got no background in fashion design, you would know that it's not that simple. You've got to learn about tech packs and get people who can help you build your passions and do sampling and find factories and all of that. So I set about then in the past six years, working through to find people who could help educate me on what to do. So, I worked through with different pattern makers and designers to bring what was all in here to life and then start hunting for factories and those sorts of things.
So, as I said, it started six years ago before we actually launched.
We launched on August 29th, 2019 online and working with retail partners as well, so people can go into those stores and try the underwear on, and also gave a difference in the marketplace. There's a lot of bamboo underwear that's out there for sale, but a lot of them come from the one supplier, which means that some of those retailers didn't have a point of difference. So I'm hoping that Everyday Lingerie Co. has given them that.