Maïna, the founder uses a play on word with undergarment and argument, the underargument advocates the power of individuality and arguing against the norm.
As I often say, the world did not need a new lingerie brand. But using a product that's so close to our skin as a medium reminding us daily to embrace everything that is us made a lot of sense to me.
This is how in 2015, I set to start a platform that would be both a content site sharing authentic inclusive stories and an empowering lingerie brand.
Each collection (the first one came out in 2018) is an argument against the norm. Each lingerie piece is named and labelled after an empowering quote to remind the wearer to embrace their individuality.