After years of working in product development, I hit a breaking point. I felt completely out of alignment with what I saw behind the scenes. Especially in lingerie and swimwear, where the environmental cost of global production is high, and the options for true sustainability are scarce.
I had the technical skills and I understood the systems, but daily I found myself contributing to a system that felt broken.
Here are just a few challenges that weighed on me:
• The climate cost of global production
• The lack of local manufacturing options (especially in Australia)
• The barriers preventing small brands from accessing sustainable materials, namely cost
• The reality that bras and underwear are nearly impossible to recycle
• Most undergarments are never accepted by second-hand stores, even if unworn.
And, in addition to all that, I had become a mum. Being the first to drop off my kids at daycare and one of the last to pick up didn't sit right with me and was slowly chipping away at my heart. My personal priorities had shifted and I found myself going through the motions week to week, constantly feeling like something was amiss.
Upon reflection, I was unable to be in the office enough to make an impact about the topics I cared about, and stretched so thin in my personal life that I was unable to be fully present for my kids - basically, I felt like I was failing in all areas. I missed having a sense of accomplishment, like I was just floating along making no impact on the world.
So instead of participating in a system that wasn't working for me professionally or personally, I decided it was time to pivot. I genuinely considered new career paths, everything from being a women's rights advocate through to an electrician, but I couldn't shake the feeling that I have unique skills that (surely!) brands in Australia needed. And I still felt passionate about great fitting underwear and swimwear and believed that the industry has so much opportunity for more sustainable practices.
I realised: if people like me walk away, nothing will ever change.
So instead of walking away, I decided to lean in. But on my terms.
I started Lingerie Fit Lab with a simple but powerful idea:
If a garment is going to be made then let’s make it excellent.
That means:
Amazing fit so it makes the wearer feel good
Comfort that commands repeated wear
Quality construction and materials that extend a garment’s true value
Systems and strategy that help brands reduce waste and rethink excess
With Lingerie Fit Lab, I work alongside lingerie and swimwear brands to:
• Improve their fit across vast size ranges
• Build smarter, more sustainable product development processes
• Plan collections with intention, and with longevity in mind
From a customer perspective, a well-fitting, exceptionally comfortable garment is one they'll reach for time and again. The result? Fewer unworn pieces shoved to the back of the drawer, and a greater likelihood they'll return to repurchase when the time comes - or better yet, become brand ambassadors, recommending your products to friends and family.
For brands, intentionally designing and manufacturing garments with the customer, fit, end use and longevity in mine leads to a stronger, more cohesive collection. This approach not only reduces wasted resources on poorly fitting, unsellable stock, but also avoids diluted sales across bloated product ranges. The result? Higher performing products, increased customer loyalty, and a competitive edge in a crowded market.
In a world where consumers are increasingly discerning and sustainability is more important than ever, thoughtful design isn't just a nice-to-have - it's essential. By prioritising fit, comfort and purpose from the outset, brands can build collections that truely resonate with their customers. The payoff is happier wearers, fewer returns, less waste, and a brand that stands out for all the right reasons.
Now is the time to design with intention. Take a closer look at your development process - are your garments solving real needs, fitting real bodies, and delivering lasting value? When every piece earns its place in the wardrobe, your brand earns its place in the market.
If you're ready to elevate your product through intentional design, or just want a second pair of eyes on your process, feel free to get in touch. I'd love to support you.
