Beauty Rival – The world of lingerie has undergone significant changes in recent years, with comfort and practicality taking center stage. Elfaine Tan, the founder of I’m In, a homegrown Singaporean lingerie brand, has been at the forefront of this transformation. Her journey to redefine bras, particularly wireless designs, stems from her personal experiences with the discomfort of traditional wired bras.
Through her meticulous approach to fabric innovation, bra design, and customer-centric solutions, Tan has established I’m In as a leading name in intimate wear, emphasizing comfort without compromising on style or support.
Tan recalls her early encounters with wired bras as a teenager, describing them as restrictive and uncomfortable. The protruding wires often caused abrasions and even discoloration on her skin due to prolonged use. Like many women, she accepted these issues as the norm.
Recognizing that no woman should endure such discomfort, Tan launched I’m In in 2015 with a mission to create bras that prioritized comfort. Despite having no prior experience in the lingerie industry, Tan was determined to learn the complexities of bra-making—a process that involves between 30 to 50 individual components, including the cup moulds, padding, straps, hooks, and sidebands.
Tan’s initial strategy was to sell underwear to gain insights into customer preferences while learning the intricate details of bra manufacturing. By 2017, she introduced her first wireless bra, starting with ready-made designs sourced from China.
However, these initial designs came with hurdles. In one instance, a shipment of bras appeared fine but became deformed when worn due to low-quality foam. These experiences taught Tan invaluable lessons about material selection and quality control.
Tan’s approach to wireless bras was rooted in dismantling misconceptions. Many women believed that only wired bras could provide adequate support. Tan educated her customers that wireless bras could be equally supportive when designed with the right layers and materials.
Layered Support:
Multiple layers of mesh and foam are strategically incorporated to provide support without adding excessive bulk.
Adaptability for Larger Sizes:
I’m In offers sizes up to 4XL or 44E, ensuring inclusivity for women of all shapes and sizes.
Customizable Padding:
Options range from 0.5cm to 4cm in thickness for a push-up effect, with designs tailored for cleavage enhancement or breast lifting.
One significant breakthrough was the 100% Non-Slip Strapless Bra, launched in 2018. Tan addressed common issues associated with strapless bras, such as slipping and discomfort caused by silicone lining.
Recognizing that fabric plays a critical role in both comfort and durability, Tan embarked on a six to nine-month journey to develop a proprietary fabric. This involved:
Laboratory Analysis:
Identifying the composition of preferred fabrics and adjusting the spandex percentage for optimal stretch recovery.
Rigorous Testing:
Industrial washers were used to simulate long-term wear, ensuring the fabric remained resistant to shrinkage, linting, and degradation.
The final fabric, now used in many of I’m In’s designs, is soft, smooth, sweat-wicking, and durable, meeting the demands of Singapore’s hot and humid climate.
During the COVID-19 pandemic, the demand for comfort-focused designs surged. Frontline workers in personal protective equipment (PPE) favored the Air-ee bra range for its ability to absorb and dispel sweat effectively.
Looking ahead, Tan is set to launch a machine-washable organic cotton range featuring a blend of 12% spandex and 88% cotton. This collection prioritizes sustainability and comfort, catering to environmentally conscious consumers.
Tan emphasizes that comfort is non-negotiable in lingerie design. A well-crafted wireless bra can be a game-changer, offering both support and freedom of movement.
Elfaine Tan’s journey with I’m In highlights the power of perseverance and customer-centric innovation. From her early struggles with wired bras to creating a collection of comfortable wireless designs, Tan has redefined lingerie for modern women.
Her emphasis on fabric quality, inclusive sizing, and practical features continues to resonate with customers, making I’m In a trusted name in the lingerie industry.
As the brand expands its offerings with sustainable materials and advanced designs, Tan’s vision of combining comfort and functionality remains at the forefront of intimate wear innovation.
