Naja’s Socially-Conscious Lingerie Overfunds on Kickstarter: Underwear for Hope

Last February, Naja was featured in Crowdfund Insider’s “Crowdfunded Fashion: 7 Hot Products.”  Founded by Catalina Girald, Naja recently overfunded its most recent Kickstarter campaign, raising nearly $26K for its scintillating and socially-conscious lingerie. Although a small campaign, both the concept and product remain relevant, an example of what kind of work could and should also be initiated in the US to aid blighted communities and abandoned mills. Milliner Satya Tweena and Bill Thomas of Bill’s Khakis companies come to mind.   Naja’s partnership with the Golondrinas Foundation to create Underwear for Hope helps educate single Colombian mothers to learn marketable skills. Naja then employs these women so they can become independent and support their children.

“There are two parts to our Underwear for Hope program. Through our Underwear for Hope program and partnership with the Golondrinas Foundation we train and employ single mothers like Maria and Zulli (their bios are on our website) to sew and make the lingerie wash bags that come with every bra purchase,” explained Naja’s Bianca Pinedo over email. “Thanks to our customers, Maria (featured in our Kickstarter video) was able to save enough money and purchase commercial sewing machines. She now employs three of her daughters. The second part to Underwear for Hope is that ALL of our panties are now being made in a small factory run by women who employ single mother’s and female heads of household. We are thrilled and grateful to be able to positively impact these women’s lives.”

On its Kickstarter campaign, the company shares why customers should opt for Naja lingerie:

1.  Premium Quality means using hand-harvested Peruvian Pima cotton–the softest Pima in the world; the softest mesh and nylon we could find; and lace made out of nylon instead of polyester.
2.  Comfortable means using memory foam cups–cups that mold to your body as your wear them (like memory foam mattresses) and won’t crack or break like most mass market brands.
3. Uniquely designed means we partner with local artists to create unique prints and add unexpected details to our products like prints on the inside of bras and quotes on the inside of our panties.
4. Fair prices means we cut out the middleman to give luxury at fair prices.

Those interested in supporting Naja’s project may do so on the company website, with an initial incentive of 10% off their purchase.

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Vanity Fair Lingerie Supports ‘Women Who Do’

Vanity Fair
Lingerie is launching its biggest brand refresh in its 100-year history with the “Women Who Do” campaign.

“There are so many examples of ‘Women Who Do’ each and every day,”
said Lis Cravens, vice president marketing and merchandising, Intimates at Fruit of the Loom. “Our goal is to share these stories with a wider audience in the hope that Vanity Fair will inspire
the female leaders of today and tomorrow.”

This campaign represents the first work from Vanity
Fair’s new AOR, Barkley, which it hired in October 2013 following a review, and includes a newly designed logo, digital, print media, consumer PR, retailer outreach, and a new brand and
e-commerce Web site.

The concept revolves around the core values of encouraging confidence, positivity and support through the positive reinforcement of others. To that end, the
ForWomenWhoDo.com website showcases select female role models, seen here, here, and here in YouTube videos.

Their stories will also appear in the August issues of Better Homes
Gardens, More, Real Simple, People Style Watch and InStyle.

Meanwhile, non-profit Dress for Success and brand activation agency Department Zero are helping Vanity Fair launch the
LiftTour, a nationwide bus tour that combines fit and philanthropy. Each LiftTour stop will host free bra fittings at major retail locations, and for every woman fit, Vanity Fair will donate a
brand-new bra to the local Dress for Success chapter. The tour travels to 70 different locations in 12 major U.S. markets through October 31.

Vanity Fair is part of the Fruit of the Loom® family of brands, a unit of Berkshire Hathaway, Inc. The 100-year-old brand is one of the largest
lingerie companies in the U.S., offering a wide-range of bras, panties, daywear and sleepwear sold through major online and retail partner locations.

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