Undergoodies
Undergoodies.com
@under_goodies_
For local entrepreneur Mindy Christie, launching a genre-defying undergarment company was the culmination of a lifetime of looking for a product that didn’t exist.
Driven by the words of her Southern mother who would always “strongly suggest” wearing a slip under her dresses and clothing, Christie spent years searching for a product that provided the coverage of a slip while staying cool in the heat of the summer. When she couldn’t find such a product, she created her own.
The result was the launch of her company, originally called Furious Viola, in November 2020. Rebranded as Undergoodies in January, the company boasts a product line that includes multiple styles, colors, inclusive sizing and fits, along with something all women want in a garment — pockets.
“I had a few of my grandmother’s petti-slips, and over the years I kept myself cool and covered by hunting for deadstock vintage petti-slips — which still pop up now and then but are getting ever harder to find,” said Christie. “It occurred to me that I could improve upon them with upgraded fabrics and more fun colors. Really, why do our underthings have to be black, beige, brown or white? (Although we do love and sell those colors too.) And my beautiful, stylish Grammy had a ribbons and lace store in Texas back in the day, so I have a near endless supply of vintage appliques, trims and inspiration.”
Undergoodies is proudly marketed as woman owned, with all products made and constructed by women at a factory in Dallas.
“Making Undergoodies overseas was never an option, and making them in the South is a dream,” said Christie. “It’s horrifying to face our society’s fast fashion ways and the waste (both money and trash) of it. People often say they didn’t expect our fabrics to be as lovely as they are, and Undergoodies last and last — neither of which has been my experience with mainstream brands of late. And with this quality it means the cost per wear is actually quite low.”
Christie also finds her inspiration close to home, with mentors and support staff located in Louisiana.
“One of my closest friends is in Central Louisiana, and she sews our samples and hand finishes our one-of-a-kind Undergoodies,” she said. “I’ve started working with Briana Henry at NOLA DDM [sewing company] and am blown away to have found such an incredible operation in my own neighborhood.
Undergoodies are currently available in four styles in a wide range of colors and trims, with prices ranging from $48 for many of the top-selling options to $62 for one-of-a-kind creations. Each garment is specially sized to fit an individual’s measurements, bucking the “traditional” women’s rack sizing. Undergoodies are made for comfort and promise to stay cool. They can be worn under skirts, dresses, shorts or pants, but can also function as sleepwear or streetwear.
Creating a product that’s never existed, however, has made marketing a challenge.
“For example, when it comes to SEO, how do people know what to search for when they don’t know it exists and it doesn’t have a name?” said Christie. “One of my models texted some friends about her photo shoot and referred to the Undergoodies as bloomers. Her friends started sending her pictures of Laura Ingalls Wilder. There seems to be some stigma around full coverage garments that aren’t tight like bike shorts or shapewear — like that they’re old-fashioned or only for a vintage look. I love wearing vintage and these go perfectly with that, but I assure you they are also perfect under fresh, on-trend looks at your favorite shop.”
While categorizing Undergoodies has been a challenge, Christie and her team keep the business light by embracing its uniqueness.
“I love dressing for humor, and that’s one of my favorite daily joys of living in this town — it folds right into the joyful spirit here. I worry sometimes that all of our playfulness on Instagram might make people elsewhere see Undergoodies as more ‘out there’ than they are. They’re not; I guarantee that a corporate accountant in a dark suit in Austin in August will enjoy keeping her cool in [our] Black Honey [style]. Actually, I know one and she does!”
Undergoodies each feature a small pocket for stashing lip gloss, cash, a key, the possibilities are endless (and a boon to wearers during festivals, Carnival, concerts, etc.)
“So far, all of our designs are too lightweight to support a phone, but we have plans for that, so stay tuned,” Christie said.
In addition to versatility, it was important to Christie — who has a background in the nonprofit industry — to create a fashion line that was inclusive of all bodies, shapes and sizes.
“[It was] 100% non-negotiable. My sweet momma says that I was born not seeing many differences or borders, and I do find most of them bizarre, and of course they can be tragic. I can think of only a few choices more personal than what to wear next to our bodies. Don’t we all deserve personal choice, basic dignity, opportunities for self-expression, and little daily luxuries and comforts that help us do everything better? A recent new customer said upon her first try-on, ‘I put them on, and I don’t have to think about it anymore. They’re effortless!’”
Undergoodies are currently available on the company’s website, at local boutiques Iris and Bra Genie, at Vesta’s Boutique in Little Rock, and Heidi Says in San Francisco. The company is working on growing its list of shops and wholesale business.
“There is a significant learning curve to understand and accept Undergoodies,” said Christie. “The magic happens when people put them on their bodies, so I see them in brick-and-mortar stores… Our hurdle has been getting people to get past Undergoodies’ differentness and just try them on. Once they do, it’s bedtime in Undergoodies and 5-star reviews.”
Driven by customer feedback, Christie has plans to release new styles and fabrics.
“I have about a dozen more designs in the works, including matching tops and new designs in soft knit fabrics that may or may not accommodate a phone pocket. Down the line, I’d love to introduce fine cottons and silks, a girls’ line, and maybe even a men’s line.”
Pandemic Boosts Female Entrepreneurship
“Almost half of start-ups in 2021 were formed by women, according to human resources software company Gusto,” which noted,“This is a ‘dramatic increase’ from the 28% of women starting new businesses in 2019. Seizing a ‘pandemic related opportunity’ was the biggest reason for women starting new businesses in 2021.”
SOURCE: July 2022 World Economic Forum report
