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When they started kind of ten years ago, the founders of Underprotection needed to address the naysayers and the sceptics. Sustainable fashion turned into not in fashion and sustainable lingerie become exceptional. A decade later, the logo is massive and held in excessive esteem, and the founders stand vindicated.
Ten years in the past, all people stated that they were doomed to fail. No one believed within the two. Some idea it was a first rate concept however believed them to be opportunists. They said: you can't earn money from that.
That turned into the all-pervading reaction that the couple-co-founder and CEO Stephan Rosenkilde and co-founder and fashion designer Sunniva Uggerby of the Danish undies logo Underprotection-needed to contend with. Their concept was to establish a sustainable underwear brand again in 2010 when no one pointed out "sustainable style" and less nonetheless of "sustainable undies." But their project turned into clean: to create sustainable underwear that need to be just as appropriate and glamorous as traditional undies.
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As Uggerby remembers: "When we commenced out there was no one to compete with. If you searched for sustainable underwear, you would most effective be able to discover a pair of white or black underpants in natural cotton. That turned into it." Today, Underprotection is one of the main manufacturers within the sustainable underwear, swimming gear and loungewear phase, and can be observed in 15 international locations and greater than a hundred and twenty shops-on-line and bodily. But how did the Danish emblem that may now have fun its tenth anniversary come for that reason afar? In 2005, Uggerby was studying on the Copenhagen School of Design and Technology whilst she changed into asked to do a paper on a fictive layout collaboration. She settled for undies and came up with the idea of making use of the Fairtrade label to the collection which turned into handiest seen on products like coffee and chocolate on the time.
"I were given a number of fine responses and I said to myself: 'good day, this is the way it have to be'. To me, it made a lot sense in applying sustainable labelling to fashion apparel as nicely," says Uggerby. The paper became then stored away in a container along side her different antique faculty papers. Years went via. Uggerby graduated and began working as a designer for extraordinary Danish style manufacturers, however she was never content with what she did.
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In the intervening time, she met Stephan Rosenkilde, and as the couple moved in together and started out unpacking all of the boxes, she observed the antique faculty paper written five years ago. Rosenkilde went thru it and felt it became a incredible concept. And then it took off. Rosenkilde, who holds a degree in business administration, chalked out a business plan and Uggerby contacted an Indian provider who she knew from a preceding position.
She changed into a incredible lady who become sincerely dedicated to natural and sustainable sourcing and who we nevertheless work with. Luckily, she became able to accommodate our need for small deliveries-which meant that we could scale up at our own pace," says Rosenkilde. The couple labored each nighttime and weekends to get the business up and strolling as each hung on to other positions within the beginning to ensure monetary headroom.
The commercial enterprise started to grow slowly and in 2012 they have been represented in numerous shops around Europe and the yr after they entered Manhattan and were unexpectedly present in greater stores throughout Manhattan than in all of Denmark. Today, Underprotection is there in Sweden, Norway, Germany, France, Great Britain and the US and is likewise available on line in stores such as luisaviaroma.Com, neimanmarcus.Com and biankakoben.Com. In 2018, Rosenkilde and Uggerby teamed up with a enterprise partner and are actually a crew of eleven people operating from a head workplace in Copenhagen.