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Intimate apparel is highly gendered and can sometimes cause people of different groups to feel left out. Without options that cater to their specific needs and desires, especially when you have a female body without desiring an emphasis on the female shape. Woxer is a brand that was create to provide an alternative and neutral option for all genders with a female body type. Their focus is on comfort, desiring to break the stereotypes of feminine aesthetic in intimate apparel.
Woxer was found when the CEO, Alexandra Fuente, struggle to find design that fit who she was as a person, rather than fitting her gender. After launching the brand, she began to realize how important it was for people in the LGBTQ community to have this kind of support and representation in intimate apparel and fashion, with a focus on comfort rather than femininity.
From the beginning, the brand focused on breaking the boundaries of underwear for women. Whose styles and designs were originally create by men to accentuate visually pleasing features. Instead, Alexandra decided to create something that was curated by a woman for women. With a focus on comfort, wearability, and longevity rather than perpetuating uncomfortable designs.
The owner and CEO is part of the LGBTQ community and focuses much. The company’s efforts on encouraging women of all genders to boldly be true to who they are, without the pressure to look a certain way. “We’re very inclusive on including all genders. It’s not really about genders or just bodies because anyone can wear it. It’s more of a focus on comfort.”
Woxer has found a lot of support from the community they represent. Including influential customers who have leveraged their social media following to give the company a shout out. And show their appreciation for representation in an industry where LGBTQ are severely underrepresent. They hope to continue to grow the lines available but will keep the focus to the foundational layer of fashion. The one that is closest to the skin and heart, in intimates and loungewear.