In India, a lingerie brand led by two sisters is emphasizing renewable materials like corn fiber and sugar beet to promote sustainable fashion. Dubbed Intimate Queen, the brand also aims to be body-inclusive to embrace underserved women.
“The lingerie industry lacked the best fit, lift and support as well as products that were environment friendly,” Heli Kool, who cofounded Intimate Queen in 2022 with her sister Neli, told Financial Express. “We sought eco-friendly materials to reduce the environmental footprint. To ensure we were on the right track, we created prototypes and conducted in-depth interviews with around 50 women, including friends and family. Their feedback confirmed that there was a need for a brand that understood the unique challenges women encounter.”
To date, Intimate Queen has sold over 5,000 products, including underwear made from cotton and taxol, a fiber from yew trees known for health benefits.