Naja wants to redefine nude.
The intimate apparel brand, which was started in 2013, is introducing Nude for All, a collection of bras and underwear that come in seven shades of nude.
“Nobody has ever done seven shades,” said Naja’s founder Catalina Girald, who added that unlike other intimate apparel brands that offer different variations on nude, Nude for All doesn’t only cater to women of color.
The collection, which will be available at Naja.co starting today, includes three styles of seamless underwear, which range from size XS-XXL, and a matching T-shirt bra, which comes in a 32-40 band with cups A-DDD. Similar to Naja’s existing line of bras and panties, the interior of each garment will have colorful prints and inspirational quotes. The collection retails for $18 for a thong to $52 for the bra.
According to Girald, because Naja owns the Colombian factory where its undergarments are made and its supply chain is shorter than most — Naja only works with five different recycled fabrics that are purchased and digitally printed in Los Angeles — her brand is able to produce this line because they have minimum order quantities at 200 units per style instead of 10,000, which is typical of larger brands.
The collections launch will coincide with a campaign directed by Madonna Badger of New York agency Badger & Winters. The campaign will be on display at the Bedford Avenue stop on the L train in New York. It features real women of various ethnicities and sizes who have professional backgrounds ranging from a Silicon Valley engineer to a ballet dancer. Subway platform poles will be covered in different shades of nude and passerby are encouraged to find their nude and share it on social media with the #nudeforall hashtag to be entered to win $250 gift card that goes toward the collection.
“I think New York is one of the most racially diverse cities in the world,” Girald said. “For us, launching it on the subway was a way to get exposure and was a way to send a message. The campaign features women who are very happy in their lingerie and coming together and uniting. It’s striking.”
Girald, who announced last year that “Jane the Virgin” actress Gina Rodriguez holds equity in Naja, is also expanding her brand’s social mission by offering all of its garment workers’ children with free school supplies, school uniforms and books.
Girald also plans on launching a custom shades this year, which allow customers to order their exact shade, and is expanding into swim and activewear.