We want women to feel confident and empowered about their appearance, starting from the first thing you put on in the morning to the last thing you take off at night. Which is why we’re doing our part to reshape the sizing stigmas - starting with your undies.
Raise your virtual hand if you have ever been personally victimised by women’s clothing sizes?
If you haven’t, then congratulations. You’re one of very few. Most of us ladies have either pulled our hair out in frustration or left a store sobbing due to the vast inconsistencies in women’s clothing sizes. Think about it. In one brand you’re a 12, the next second you’re a 16 with a muffin top and a plumbers crack. And finally, you have a way to escape the fluorescent lights of the change rooms and try your hand at online shopping? HA! Forget it. More like online roulette.
It’s enough to send any of us into an upsetting rage spiral.
Besides being absolutely soul-destroying at times, this sizing inclusivity can really run amok on our self-esteem. And at Vee, we ain’t about that. We want women to feel confident and empowered starting from the first thing you put on in the morning to the last thing you take off at night. Which is why we’re doing our part to reshape the sizing stigmas - starting with your undies.
We label our products with 0’s
Modern-day size labelling has defined what is 'big' or 'small' - and created the negative feelings associated with that label. In a world where you can be size X in one brand and size X in another, we’ve created a culture where we are constantly measuring ourselves against the “norm.” Vee decided to remove that measurement right from the get-go.
Given there are major inconsistencies in size labelling and many women feel negatively when looking at their size label, we decided that modern sizes mean sh** and label all our underwear with zeros. We don't believe size matters. And by taking away the pressure off sizing, we can refocus our effort back where it really matters - creating a tribe of comfortable, confident women.
We size for comfort, not vanity
When starting our Vee journey, we found that most women would go up a size or two in underwear in order to feel comfortable, avoiding bad undie symptoms like plumber’s crack, wedgies, saggy butts and that dreaded muffin top. We quickly realised this size up was not doing good things for women's confidence - given underwear feels like a real reflection of your butt size.
The truth is that underwear sizing and clothing sizing are fundamentally different across the board. You should be one consistent size in underwear and one consistent size in clothing. So, if you’re a size 10 in clothing, you’re closer to a size 12 in underwear. But even when we’re told this truth, we STILL tell ourselves that chocolate croissant is the cause of the up-size, not the clothing industry’s sizing standards. Which is why we wanted to make it simple. We decided to size our underwear as closely to regular clothing size as possible to create consistency when women are shopping - and avoid that dreaded upsize.
Our goal is to provide ass-entuating underwear you can feel comfortable and confident in, no matter what the size, because labels mean sh**.
Shop our line of organic bamboo undies here and begin to build your confidence from the inside out.
Wear it loud and proud.