Yay! Spring is here! And so is Fox Lingerie.
Yay! Spring is here! And so is Fox Lingerie. So, whether we’re prepping for warm-weather happy hours (mmmm…Rosé), or (horrors!) getting back to the office, we simply must get our underwear situation in order. It’s time to grab a large black garbage bag and start tossing out all the bulky drawstring sweatpants, workout bras, old leggings, and t-shirts we’ve been living in (was it really living?) – yes, they were comfortable BUT, as freeing as that freedom might be, there is some downside – for one thing, that stuff takes up way too much room in the drawers, amirite? After we’ve bagged up the sports bras and big knickers, let’s throw out the hideously uncomfortable, bondage style pre-pandemic underwear, too. All those elastic straps, what were we thinking?
Lately we have been thinking outside the box by discovering brands we never knew existed – and we’re stoked to find out about Fox Lingerie from Ukraine!
Fox lingerie finds the perfect balance of practical and sexy, with some bling thrown in for glam. Yep, every piece is sooo dang good, you’ll want to wear them all day, every day – and night. In the words of Juliana Genzel, the founder and designer of Fox Lingerie, there is something for every different emotion & mood. (Moody in all the best ways, that is.)
Believe it or not, Juliana used to be an English teacher (I know, I was surprised, too) until, in 2015, when she had a vision! She decided to change her life radically and start her own brand. Since launching Fox Lingerie, it has swiftly expanded across Ukraine and abroad and she’s opened 9 retail boutiques. I think her entrepreneurial drive would make some people (hello) feel just a bit lazy.
Of course, we just had to find out how she became such a big success!
What we discovered was that Juliana started with $100 (yes, you read that correctly – one hundred dollars!) and a big wish to have a successful brand. Her first step was to source materials, and she found a tailor who helped her to produce the first collection – 5 sets of lingerie. She organized photoshoots with gorgeous Ukranian models and began posting photos of her lingerie on Instagram which was just becoming very popular. She found that it was very easy to make a page that got attention if you had eye-catching content. Fox Lingerie IG quickly gained a lot of followers. Suddenly, her first collections began to sell worldwide. Clients found that her lingerie sets were very comfortable, lovely and well-made – and they kept coming back for more.
Lately we have been thinking outside the box by discovering brands we never knew existed and we’re stoked to find out about Fox Lingerie from Ukraine!
Paris, unhooked Magazine
In 2016 Juliana opened her first stand-alone store and subsequently opened 9 flagship stores around Ukraine. Before the war, Fox Lingerie employed more than 250 people and had 4 factories in Ukraine. Juliana is very proud of her team – she created not only a successful brand but a powerful community inside the company.
Since the war broke out, Juliana told us, “Despite the tragic situation, we continue to work online and worldwide; we relocated our warehouse, and part of our team moved to western Ukraine. Nowadays, not everyone can work due to different circumstance, and some have moved to another country to save their lives. Fox Lingerie is a Ukrainian brand. Our responsibility is to help in difficult times. We initiated a project called “Supporting Refugees”. It means that we present sets of lingerie for women who left their houses with an “alarm suitcase”. We have already donated over 1000 sets of lingerie. Our brand donates a part of money from our orders to Ukrainian armed forces. Also, we have bought a car (Jeep Grand Cherokee) for our military in Chernigov region. All of our stores are temporarily closed, except one in Lviv. Two of them have been totally destroyed. But we have been able to start manufacturing again and we’re shipping from our warehouse in western Ukraine.”
Here’s wishing good fortune to Juliana and her fabulous brand. There is so much to love – Fox Lingerie sells not just sexy bra sets, they have a full range of basics – from classic to fresh styles, as well as swimwear, body suits, jammies. Good karma included!
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