Well hello there! Did you miss the Sunday newsletter? I hope you noticed the void! Given the plethora of Substacks scheduled to hit your inbox on Sundays, I've been toying with the idea of sending these out on Wednesdays instead. Do we love/hate/feel indifferent? Let me know please!
Today, I want to talk to you about shapewear. Shapewear — potential torture devices that as women we feel the necessity to own and adorn. I have one (from that infamous brand we all know) that I've worn twice in the last eight years I've owned it. I truly hate it. Wearing traditional shapewear makes me feel like an overflowing burrito, with spills going everywhere. I also feel like a hot mess wearing it because the synthetic material makes it impossible to breathe — both literally (with the corset waist) and figuratively (the plastic-y material that suffocates my skin).
So, I have just chosen to size up my dresses like the adult I am and accept that not all styles of clothing are for me, and that’s perfectly okay. Until… I came across Proclaim.
Randomly, while scrolling on LinkedIn, I saw a post about a brand launching plant-based shapewear. Plant-based shapewear? How would that even be possible? Every shapewear I’ve ever tried is entirely synthetic.
📝 Quick note: This is a long post with a lot of good content and imagery (if I do say so myself). So if you’re reading via email, click through to the web version or read on the Substack app to make sure you get to read everything!
I went on the brand Proclaim’s site, scrolled for probably more than an hour, and realized I had heard of this brand before! I had even bookmarked some of their undergarments on IG for when I needed my next refresh. But it looked like shapewear was going to be a new launch for them. Intrigued, I reached out to the founder, Shobha Philips, and asked if we could chat. Honestly, I am always thrilled when founders respond and connect with me. So, we chatted, and I loved hearing about Shobha’s journey. I often talk about the entrepreneurial grit that is the foundation of success for emerging brands, and my god, does she have it.
Shobha started Proclaim out of frustration from never finding the right nude bra for her skin tone. When she launched the brand in 2017, not only did Proclaim showcase inclusive nude shades, it also committed to producing ethical and sustainable products, with extreme attention given to the production process. The website showcases models of diverse skin tones and body types. There is no airbrushing.
Once she tackled essentials like bras and underwear, she moved on to her next product innovation. With a determination to make a better shapewear product for both the body wearing it and the planet, Shobha spent two years in development and production. Proclaim’s new shapewear is made in Portugal, 87% plant-based, and OEKO-TEX® STANDARD 100 certified {82% Polyamide Bio-based EVO® (99.9% bio-based content), 18% Part Bio-based creora® Elastane (30% bio-based content)}1. And when I wear it, I feel AMAZING.
Quick background, and I will get back to the main story, I promise. I have contact dermatitis, so it doesn’t take much beyond dust in the air to send me into itchy hives at the drop of a hat. Most materials I wear are non-synthetic, and when I do wear synthetic workout wear (lol - pretending I work out), I have to switch out ASAP. So when I say this shapewear was one I could wear for the whole day, walk my dog twice in the 80+ degree heat, and still not break out in rashes, it truly means something. The legs didn’t roll inwards, the straps stayed put and I didn’t need to lie down flat from exhaustion after putting it on or taking it off. WIN.
Proclaim’s shapewear isn’t compression — it’s more of a comfortable hold. I felt like myself, and no part of my body appeared like it was trying to escape. On the website, it is described as: “…delivers light smoothing and sculpting…” and that it does. I felt so confident in the shapewear that I pulled out a few linen bias slip dresses that haven’t seen the light of day since 2021.
But prior to all of this adoration of the piece, I have to share the picture I took when I first opened the package. Here it is next to my 1.5-year-old’s dress. I truly laughed when I saw the comparison and thought, well, there is no way I can fit into this. But of course, fit into it I did! This shapewear is TINY, yet somehow it fits me and has returned to that tiny size after multiple wears and washes. And truly, I have worn it more than six times since I bought it just weeks ago. It has been washed, hung to dry, and continues to look brand new. That is more times I have worn this new shapewear in a matter of weeks than the one I have in my closet from eight years ago.
After speaking to Shobha and learning about her journey to produce these sustainable and ethical (under)garments and essentials, I sat for a few minutes thinking about the magnitude of her endeavor. As an entrepreneur with her relative industry access and funds, Shobha set out to do what has never been done before — create plant-based shapewear that is skin tone-inclusive, sustainable and exceptionally well constructed. If this is possible then, why is it that we as consumers have consistently accepted mediocrity from larger brands? Are you going to tell me some of the multi-billion dollar companies did not have the people and resources to do the research and identify how they can make tone inclusive undergarments that are safer for the people wearing them and less damaging to the earth? Why is it that larger brands act as though there are no better products than the absolute bare minimum version (cost savings for them) they offer when clearly there are?
Given that I was absolutely not in the market for shapewear, it somehow feels serendipitous that I came across Shobha and Proclaim in the most unexpected of ways. Meeting founders like her keeps me feeling hopeful that the problems left unsolved (or created) by larger companies are ready to be solved by individuals with exceptional tenacity. I am so looking forward to all Shobha does with her brand. If you are dreading shapewear but would like one to make you feel 💯, I cannot recommend Proclaim enough.
Here’s more from Shobha and her journey to launching Proclaim:
Can you share a little bit about your background?
I studied marketing in school and my career journey started in the corporate world, where I gained experience in marketing and supply chain management. However I always knew I wanted to start my own business. I wanted to spend my days doing something meaningful and impactful; something I was passionate about.
What made you want to launch PROCLAIM?
The idea for PROCLAIM was born out of a personal need. I couldn’t find a nude bra that matched my brown skin, and I realized that a wardrobe staple was not being made for women of color. Beyond this personal frustration, I saw an opportunity to address larger issues within the fashion industry, like its contribution to climate change and exploitative labor practices, both of which disproportionately affect communities of color. I wanted to create a brand that not only offered inclusive products but also upheld ethical and sustainable practices.
What do you feel makes PROCLAIM unique?
PROCLAIM stands out because we’re committed to inclusivity and sustainability from the ground up. All of our styles come in multiple nude shades for women of all skin tones, and we only use sustainable fabrics like Tencel and organic cotton. Recently, we launched the world’s first plant-based shapewear. In a world where nearly 100% of shapewear is made from fossil-fuel based, plastic materials, we wanted to create something that considers women’s health and our environmental impact by using innovative plant-based materials that don’t compromise on performance.
What is something you wish your consumers knew or understood about your industry?
I wish people understood that every single piece of clothing they own was made by human hands. Behind every garment, there’s a person who cut, sewed, and assembled it. The fashion industry often hides these individuals, treating them as invisible cogs in a massive machine. But they’re real people, often working in tough conditions for low pay. By supporting brands that prioritize ethical manufacturing, you’re not just buying clothes – you’re honoring the craftsmanship and humanity behind them.
Can you share a little about any exciting launches coming up for PROCLAIM?
Our mission is to continue to make inclusively and sustainably designed wardrobes staples. We’re working on a few exciting projects that continue on our quest to find plant-based solutions for a few categories where there are currently no sustainable options.
Where can consumers learn more about you/PROCLAIM?
We’re most active on instagram instagram.com/wearproclaim and you can shop our styles on our site at wearproclaim.com.
A fun one: what is something unexpected someone might find in your bag? Bonus points for a “What’s in my bag” photo!
My bag is pretty boring right now! In the last two years I downsized to a small cross body bag and it’s been life changing because it forces me to only carry around the bare essentials.
Taken from product PDP page: https://www.wearproclaim.com/collections/shapewear/products/mid-thigh-shapewear-bodysuit-in-maya-nude
This was such a fascinating read! Thanks for bringing these lesser known brands to our attention. I’ll definitely check them out the next time I’m shopping for shapewear!
Refreshing to see brands differentiate through materials- off late it seems like Polyester or the seemingly more benign recycled polyester have taken over shelves. Finally!