The website Intimately just launched a disability-inclusive lingerie marketplace that doesn’t sacrifice style or charge an exorbitant amount of money for comfortable, easy-to-wear items.
Adaptive fashion—which Vogue Business describes as clothing “geared towards physically disabled people with medical issues”—can be hard to come by, but designers like Christian Siriano, Tommy Hilfiger, and more are beginning to release more and more inclusive styles as part of their lines. However, Intimately founder and CEO Emma Butler saw a gaping hole in the market when it comes to disability-inclusive lingerie.
According to Intimately’s website, Butler was inspired to start the company after her mother was diagnosed with fibromyalgia. “We could not easily find any underwear online that was both FUNCTIONAL for women with disabilities but also FASHIONABLE,” the website reads. That’s where Intimately, an e-tailer and marketplace, comes in. “We decided to dig deep and find small mom & pop brands that sell underwear and bras that fit the needs of women with disabilities.”
Intimately’s inventory, which also includes period panties, utilizes the technology of front-opening bras, side-opening underwear, and more to make getting their pieces on and off easier for customers. The Elba Essential bra, for example, retails for $60 and features a magnetic front fastener as well as “flexible side boning” without underwire. Their panties—which come in a variety of styles—range from $22 to $24.
“Women with disabilities don’t want to be treated like a medical accessory the way the market currently treats them,” Butler told WWD. “It’s another group of women who are just as beautiful, just as sexy, just as desirable, just as into fashion as anybody else.”
She continued, “There are millions of women worldwide with some kind of disability that affects the way they dress. Dressing and creating clothing for them—the same way we do for other groups of people—is super important.”
Originally Appeared on Glamour