IDENTITY LINGERIE is a socially responsible, family-run UK brand founded in 2017, which specialises in making ethically handcrafted nightwear and lingerie. Leading by example, our mission is to inspire people to embrace confidence, fostering a transformative journey of self-acceptance and boundless self-love. From diverse customisable sizes to values-infused social presence and weekly #SaturdayInspiration, we craft a shopping experience that breeds confidence and delight. All of this aligns with our slow-fashion values, including sustainable practices such as zero-waste manufacturing and on-demand production.
Brand's story:
Igor & Diana’s love story spans international borders and blossomed in the UK County of Surrey. As compatriots from Ukraine, their paths became intertwined in the UK. The brand started life in Guilford in 2017 during Igor’s final university year and Diana’s London modelling stint. For the first few years, the couple did everything on their own, from packaging and quality control to website development, with no prior programming knowledge. Today, their team has grown to 9 people, with operations both in the UK and Ukraine. IDENTITY LINGERIE is the epitome of Igor and Diana’s shared values. Their passion to empower people has shaped a brand that ignites confidence, celebrates beauty and creates an exceptional sense of comfort
Brand's mission:
The unwavering mission is to inspire people to embrace unconditional confidence, fostering a transformative journey of self-acceptance and boundless self-love. From the beginning, the co-founders felt that the fashion world needs to be more inclusive, gentle and empowering. Embracing diversity, the brand offer an inclusive size range up to XXL, with the custom options available to be tailored to perfectly fit unique measurements, sizes and heights. At the heart of our brand is the desire to create an experience that transcends the act of buying new clothes.
Sustainability:
IDENTITY LINGERIE is heading toward a more sustainable future by:
- transformin fabric remnants into stylish hair accessories and packaging pouches;
- donating old stock fabric and leftovers to Ukrainian charities which produce linens and undergarments to be used in hospitals for the wounded, as well as military camouflage nets;
- refurbishing returned items if necessary to make sure most returns are resold;
- using biodegradable and recyclable materials when delivering our garments and delivering them in exclusive pouches made of the fabric remnants;
- integrating the same fabrics throughout different collections from season to season that allows to reduce excess fabric waste;
- sourcing materials in small batches after carefully analysing consumer trends and patterns to prevent overstocking and ensuring nothing goes to waste;
- producing in small volumes and meticulously monitoring customer response to avoid excess production and overstocking;
- creating timeless carry-over designs which remain relevant.
