How the Friends Behind Negative Underwear Are Reinventing Bras

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It's time to get to know some of the emerging designers nominated for Racked Young Guns, our annual search for the country's most promising new fashion talent.

Marissa Vosper and Lauren Schwab are committed to building a better bra. The pair's lingerie line, Negative Underwear, consists of the kind of easy, simple, stretchy pieces you want to wear every day, all at competitive price points. (Think $80 bras and $28 thongs.)

The design is smart, but the real genius comes in the branding. Vosper and Schwab met as undergrads at Penn, and they're quick to point out that there's no separation between themselves and the customer. They told us that their real "aha" moment came at a trade show in Paris where they were the only lingerie-makers who weren't men. Their website touts the product as "for girls, by girls," explaining that as bra-wearers, "We couldn't accept that something so essential had to suck, so we decided to do something about it." No wonder Lucky's Eva Chen is a fan. Above, watch as they tell their story.
· Negative Underwear [Official Site]
· Dani Griffiths Makes the Coolest Hats in Downtown NYC [Racked]
· All Racked Young Guns 2014 [Racked]