Stylish lingerie for women by women
Simone Ricker – The founder interview
»Lingerie for self-assured women who regard it as something beyond a functional piece of underwear.«
Hello Simone, please tells us a little about your background.
I started out working as a freelance designer and then set up on my own designing women’s apparel. I moved on to create accessories, lingerie and swimwear which I sold to high street fashion stores and at my own boutique in Frankfurt.
In 2016, I began to focus on my lingerie collection, and a small swimwear line with complementing shirts. I sold these online and through pop-up concept stores.
What made you switch to lingerie?
I’ve always been fascinated by fashion, but I really wanted to create something of my own, something innovative that would make the most diverse outfits and styles shine, through what’s underneath. I wanted to establish an exclusive lingerie label with a fashionable design, outstanding quality and great comfort.
My mission was always to ensure this would be created in line with ethical standards, both in terms of production and distribution. A product for self-assured women who regard lingerie as something beyond a functional piece of underwear.
What makes your brand special?
The choice of fabrics and the mix of materials is exceptional. Also, the process is quite unconventional for this segment. It enables me to create a modern look that lets lingerie step out from the shadows and become a deliberate, yet effortless fashion choice. The designs are fresh, modern and sophisticated with an excellent fit and small eye-catching details.
How do you ensure your brand is sustainable?
All materials are sourced in Germany, France, and Italy and they come from highly specialised producers and weavers who are carefully selected for their sustainable credentials. The ribbons are made in Japan, and some of the fabrics are dyed in Germany exclusively for us. We use these dyes across various categories to avoid waste. These so-called ‘core styles’ are kept in the range for longer to avoid any seasonal leftovers.
From the very beginning, we’ve produced 100% of our collection in Germany in small artisan workshops. Fair social responsibility is an essential element of the brand, and not a trendy byword. We’re creating products for women by women. All our staff are female – that’s not a prerequisite, but a welcome fact.