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Sustainable lingerie brand Confident Tiger recently launched a crowdfunding campaign on Kickstarter with the aim to raise £10,000 and solve issues in the lingerie manufacturing industry. The female-led company presents a profitable business model for the environmentally conscious: offering a comfortable, elegant alternative to fast fashion innerwear.
As a pending B Corp, the company is all set to challenge the mainstream lingerie market on fit, ethics and ethos. Very few manufacturers produce lingerie in the full spectrum of sizes from 28D to 44L, which limits the styles people of different sizes can access, the company said in a statement. Confident Tiger’s Its bespoke, eco-friendly lingerie line has been designed to make beautiful lingerie accessible to all sizes – from 8 to 28 – with true-to-size bras spanning over 140 sizes (28C-44L).
“When my bra broke during the lockdown, there were no options on the market that were flattering for my body, offered the support I needed and followed ethical, sustainable practices. Why should I have to settle for unflattering designs, just because I want to avoid harmful brands? I knew there had to be a better way. So, I decided to show the fast fashion industry how it should be done by creating my own: Confident Tiger,” Clare Martin, founder of Confident Tiger, said.
Sustainable lingerie brand Confident Tiger recently launched a crowdfunding campaign on Kickstarter with the aim to raise £10,000 and solve issues in the lingerie manufacturing industry. The female-led company presents a profitable business model for the environmentally conscious: offering a comfortable, elegant alternative to fast fashion innerwear.
“My digital marketing agency, Blue Cactus Digital, helps eco businesses have a better impact on the world. Fully understanding what ethical and sustainable should mean in lingerie manufacturing allowed me to see the gaps in the market: and they are huge. I’m excited to be part of the solution and hope the bigger brands take notice and follow my lead,” explained Martin who is also an expert in sustainable business and the director of Blue Cactus Digital.
As well as ensuring everyone can feel amazing in underwear, whatever their size, the company also aims to solve the high street’s inconsistent and inaccurate sizing. 80 per cent of people are wearing the wrong-sized bra and only 12 per cent get their chest measured whenever they buy a new bra. This is because lingerie measurement systems haven’t been updated to account for the stretchy fabrics now used in manufacturing so many fitters still add around four inches to the band, which means the bra doesn’t provide proper support.
Using Confident Tiger’s measuring tape (£2.50) and bra measurement calculator, licensed from Boob or Bust, customers can find their true bra size. Those who want extra guidance can book a fit-by-sight (clothes on) Zoom fitting with fit-by-sight partner Coco-Boo Lingerie (£10) and will receive £10 off their next Confident Tiger order, making the fitting itself free.
Confident Tiger has also teamed up with Against Breast Cancer to offer a bra recycling scheme that raises money for vital research: customers can return their unwanted bras to be mended if broken and redistributed to countries where women do not have access to underwear. For each bra returned, customers will receive a £1 voucher towards a Confident Tiger bra.
Fibre2Fashion News Desk (RR)
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