It may be hard to believe, but even in 2018, the term “nude” often excludes a whole spectrum of women. While things are changing when it comes to diversity, it’s still rare for a lingerie brand to include a wide range of true skin colors. San Francisco-based Proclaim is one of the up-and-comers that wants to revolutionize the intimates industry by changing that narrow definition of nude. We chatted with founder Shobha Philips on how and why she launched Proclaim.

Brit + Co: What is it about nude bras that inspired you to start your own business?

Shobha Philips: I was tired of not being able to find a nude bra — a wardrobe staple — in my skin tone. As a woman of South Asian descent, the traditional nude color simply did not work for my deeper complexion. In addition, something that has always bothered me, or at times made me feel guilty about my love of fashion, is the lack of transparency in the apparel industry. As a consumer you don’t have a lot of information about what your clothes are made of, who is making them, and under what conditions they are being manufactured. I wanted to start a company that offered a product that so many women of color needed yet was also transparent about how it was being done.

B+C: What makes your bras unique?

SP: Proclaim bras come in a range of skin colors. They are made of fabric that is 100 percent post consumer recycled plastic bottles. Each T-Back bralette diverts two plastic bottles from landfills. In addition, the bras are made in California at facilities that meet strict labor requirements. The wire-free design makes them extra comfy too.

B+C: Right now, the collection is focused on bralettes. Can we expect to see new styles soon?

SP: Yes! New bra styles will launch soon followed by more bodywear, including bodysuits and camis.

B+C: What’s next for Proclaim?

SP: There are so many wardrobe staples that women need in their skin tone. We are excited to make them in a way that women can feel good about buying them and feel good wearing them.

(Photos via Proclaim)

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