Over the last few months, the hot topic of conversation among myself and my female startup friends (and a number of male friends too) has switched from the usual suspects of Shinola, YikYak, Casper etc to an unlikely pick: the New York-based underwear company Dear Kate.
Dear Kate's marketing campaign for their Ada Collection—an underwear line taking its namesake from famed programmer Ada Lovelace—sent a controversial ripple through the press last August in response to its use of high ranking women in tech as underwear models. The small but outspoken company responded publicly to the criticism of 'setting back women in tech' with the hashtag '#notcontroversial,' backed by overwhelming social media support via photos from their devotees outfitted in the company's wares (and not much else).
The incredible devotion of Dear Kate users combined with the ability to strike just the right marketing cord has pushed them into the spotlight, often overshadowing the not-to-be underestimated design and technology credentials of their product. Admittedly, I had mixed feelings about the brand following the launch of the Ada collection, however the quality of their products and attention to the needs of their target audience wins me over every time. As their recent Kickstarter campaign for their new line of yoga pants proves, Dear Kate is doing something very right. The yoga pants use the same Underlux technology as their underwear and solve a number of sensitive issues for their users, unabashedly tackling everything from panty lines to incontinence. I caught up with CEO and Founder Julie Sygiel to shed some light on designing the yoga pants, Underlux technology and outspoken marketing.
Core77: What's the history of Dear Kate?
Julie Sygiel: The business plan for Dear Kate was hatched in my college entrepreneurship class. At first it was a fun, unique idea (especially given that our class was 80% male), and then the longer we worked on it, the more committed I became to actually creating the underwear. Studying chemical engineering in school gave me the confidence to dive in and start learning about technical fabrics. Once I got started, it snowballed into collaborating with textile development teams at fabric manufacturers to create Underlux. Instead of having to totally outsource product development, my science background allowed me to be the one guiding everything from the fabric to the designs to the construction and fit of the product, which is something that I continue to be very involved in today as we develop new products.
How has your background influenced the trajectory of the company?
Aside from my technical background, I've always had an interest in fashion and feminism. I was also a Girl Scout for 12 years and sold over 10,000 boxes of Girl Scout cookies so the notion that I could create and then market a product that is fashionable, plus make women's lives easier, was a dream come true. It checked all of my boxes in a way that I didn't know was possible and just felt "right." Once I started working on the business idea, it was addictive and became all I thought about.
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