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Like David to Goliath

Call it a trend.
Call it about time. 
But Business of Fashion called it first

There's a new class of underwear upstarts in town and we're proud to be cited as the self-funded newbie among an impressive list.

...Self-funded New York start-up Negative, launched in February 2014 by Marissa Vosper and Lauren Schwab, promises to deliver uncomplicated, high-quality intimates at affordable prices. “There’s been a movement toward items that don’t need ornamentation to make them cool, like the perfect pair of Rag & Bone jeans or a Mansur Gavriel bag. We wanted to make lingerie at a fair and accessible price point that doesn’t compromise on quality.” Vosper and Schwab said they were able to price their product affordably because of their direct retail model.

- Lauren Sherman, Business of Fashion