Adaptive Lingerie Brand Intimately Launches Disability-Inclusive Bras and Underwear
Beautiful and functional.
Ten years ago, Intimately founder and CEO Emma Butler began researching adaptive fashion with her mother, who was having trouble getting dressed due to chronic illnesses. The two discovered that the only disability-inclusive clothing on the market was ugly and medical looking — in fact, Emma’s mom described the shopping experience as “dehumanizing.”
Fast forward to 2020. Mainstream brands such as Tommy Hilfiger and Zappos launched adaptive collections, and smaller companies are dedicating themselves to designing stylish, inclusive clothing. Despite strides towards a more disability-friendly fashion industry, a gap in the market still exists: adaptive lingerie that’s beautiful and functional. That’s where Intimately steps in.
Over the course of two years, Butler talked to hundreds of disabled women who cited undergarments as one of the hardest parts of getting dressed. Using their feedback as a jumping off point, the founder designed a range of lingerie that can be worn by anyone, whether she’s a wheelchair user, chronic illness warrior or amputee. Both sleek and comfortable, Intimately’s bras are constructed with magnetic front closures for easier wear. Lace thongs and briefs feature openings on the sides, eliminating the need to bend over while getting dressed. Anticipating the hassle that disabled women go through during their periods, liquid-absorbing underwear arrives in three cuts — bikini, hipster and brief — and fastens at the hip. Even better, Intimately’s lingerie is available in sizes up to XXXL and prices at under $70 USD.
Head to the Intimately website to shop its adaptive lingerie collection, and keep an eye out for the brand’s upcoming Valentine’s Day range.