New Year, new you, new underwear! As January ushers in a moment of sprucing, sorting and Marie Kondo-centric streamlining, a well pruned delicates drawer is sure to induce a smile, particularly when right now, it’s the small things that count. The only brand for achieving knicker nirvana? LA-based label Proclaim, which offers a range of pared back bralettes and pants in a diverse range of nude shades, previously unseen in the underwear industry.
‘I wanted to make as many people as possible feel the brand is for them,’ says Indian-American founder Shobha Philips, who launched Proclaim without any fashion training in 2017, out of a frustration for not finding nude underwear in her skin tone. ‘I’ve created a simplistic silhouette you can layer with multiple things,’ she says of the brand’s soft and minimalist designs, which act as a second skin. Bralettes with wire-free support provide maximum comfort, while briefs have a flattering and versatile mid-rise shape.
There’s also a range of sustainable credentials behind the brand. Proclaim’s underwear is made in Los Angeles, using earth conscious materials, including Tencel, which is produced with low ecological impact from wood pulp, and recycled polyester. Its packaging is crafted from 100 per cent recycled or recyclable materials, including label fasteners formed from natural hemp fibres. ‘A lot of sustainable clothing is not attainable due to cost, but we’re really keeping pricing in check,’ adds Philips.
INFORMATION
-
Hella Jongerius’ ‘Angry Animals’ take a humorous and poignant bite out of the climate crisisAt Salon 94 in New York, Hella Jongerius presents animal ceramics, ‘Bead Tables’ and experimental ‘Textile Studies’ – three series that challenge traditional ideas about function, craft, and narrative
-
A photographic study of a family hi-fi store is a vivid portrait of a small businessFashion photographer Nik Hartley looked behind the scenes at Wilkinson’s Hi-Fi, a longstanding part of its Lancashire community.
-
The Contestant: inside the dark and exploitative beginnings of reality TVClair Titley’s The Contestant examines a sensationalist moment in TV history, before Big Brother meant reality became an accepted part of popular culture
-
Cult 1960s boutique Granny Takes A Trip gets a sustainable rebootFounded on King’s Road in 1966, ‘radically creative’ fashion store Granny Takes A Trip is being reimagined for a new generation. Dal Chodha takes a closer look
-
BITE Studios: ‘We want to have a brand which makes an impact’BITE Studios is marrying sustainable textiles – from seaweed fabric to pea silk – with designs by a team including alumni of Proenza Schouler and Acne Studios
-
Icicle, the cross-continental label championing sustainability for 25 yearsOn the arrival of a new collection, ‘Hemp Up’, womenswear artistic director Bénédicte Laloux tells Wallpaper* the story behind minimally minded fashion label Icicle
-
Louis Vuitton announces decade long project to rewild London's ChelseaCentral London’s first ‘Heritage Forest' on Pont Street in Chelsea, will be the result of a rewilding partnership between Louis Vuitton, Cadogan and SUGi
-
Textile innovator Byborre empowers creators to cut waste‘We developed a new process that allows creators to innovate,’ says Borre Akkersdijk, co-founder of Dutch textile innovation studio and clothing label Byborre
-
Water inspires Holzweiler’s Snøhetta-designed Oslo flagshipHolzweiler Platz, the new retail destination of fashion brand Holzweiler in Oslo, is designed by architects Snøhetta as a naturalistic space that unites fashion, art and food
-
Marni Market arrives at Matchesfashion in MayfairMatchesfashion is offering first access to its new Marni Market to Wallpaper* readers
-
Advene’s debut bag is forever‘We want our debut bag to stand the test of wear, weather, and time’
