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Forget the frills, lace and girly bows.

It’s all about getting back to basics for Negative lingerie cofounders Lauren Schwab and Marissa Vosper who created the fuss-free brand for women who want sleek, minimalistic style.

The no-nonsense duo launched Negative bras and undies at in February after four years of product development and an online strategy of less is more.

Vosper, a marketing and advertising specialist, explained the brand philosophy this way: “It’s all about less is more — we focus on the essentials and ditch the rest. The goal with Negative is to continually edit out anything unnecessary in order to stay laser-focused on what really matters, and what remains. It’s not simple for the sake of simple; it’s doing basics brilliantly, which can actually be quite complex. This applies not only to our product design and brand identity, but also to our edited merchandise assortment, Web design, packaging, social media and editorial content…the whole customer experience.”

The e-commerce site, which was launched in February, features sayings like “Bras don’t have to suck. We built something better. Just what you need, none of what you don’t. No bows. No tags. No itchy annoyingness.”

“We’ve been flooded with orders from every corner of the country, across all ages of women, and there’s also a fairly significant amount of men buying for the women in their lives,” said Schwab, whose background is in finance. “Within the first few weeks, we sold out of certain styles and sizes, so we immediately put in another order with our factory [in Colombia] for a second round of production, which we should receive later this month.”

Schwab added that a new line of sheer tops designed to be worn as layering pieces for at-homewear or ready-to-wear, will be introduced for summer selling.

“We’ve already had a great amount of preorder interest for them, so we can’t wait. We’re also starting to develop select new colors and styles based on the customer feedback we’ve received already. Lighter neutral colors are definitely top-of-mind,” she said.

A first-year sales projection was not available, but the brand could generate retail sales in excess of $2 million the first year, according to industry estimates.

Vosper noted that consumers tend to buy coordinated sets.

Best-selling items include the Essaouira Demi Bra and matching brief, retailing for $80 and $40, and the Sieve Balconette Bra and coordinating brief, for $85 and $35, respectively.

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