Shobha Philips
Shobha Philips is Diversifying Nude Options in Lingerie for Women of Color
I am truly obsessed with Proclaim undies. They are wonderfully comfy and soft, and have been the first lingerie set to ever ACTUALLY match my skin tone. This Turkey Day, I am thankful for brands like Proclaim that are founded in integrity with commitment to ethics, sustainability, and diversity. More about Proclaim from founder, Shobha Philips!
Shobha is the founder of PROCLAIM, a line of earth-conscious, inclusively designed intimates out of LA. Born and raised in St. Louis, she is the proud daughter of South Asian immigrants.
Shobha studied business in college and began her career in marketing and supply chain management. She started PROCLAIM after growing frustrated with the lack of diverse nude options in lingerie for women of color. Shobha is on a mission to revolutionize the color nude by rethinking representation and ethics in fashion.
What is Proclaim?
Proclaim is a line of eco-friendly, inclusive nude intimates on a mission to revolutionize the color nude by rethinking representation and ethics in fashion
What inspired you to start the business?
My journey to entrepreneurship is a common one in many ways- I couldn't find what I wanted so I decided to make it myself. As a South Asian woman, I could never find a nude bra that matched my skin tone. For years the fashion industry has chosen to ignore me and billions of women that don’t have the skin color that is ubiquitously known as “nude.” Moreover as a conscious consumer, it is hard to find brands that you can feel good about supporting; I knew if I was going to address the state of nude in fashion, I had to do it in a way that considered people and the planet.
What were your doubts when you began your founding journey, and how did you overcome those doubts?
The biggest hurdle for me to get over was the fear of failure. It took me a while to realize this was the root of a lot of my hesitation in starting Proclaim. I think at the end of the day, you have to realize your goal is bigger than a linear idea of success versus failure. Just starting where you are and pursuing your goal is a success in itself.
What are you most proud of in your founding journey/business?
I am most proud of being a self-funded company and creating a business from the ground up. I did not have a background in intimates or industry connections and learned a lot as I went. At the end of the day, I think being an “outsider” actually gave me an invaluable perspective in that I wasn’t tied to the way things have always been done.
What are your dreams for Proclaim, and how can readers help you achieve those dreams?
My dream is for Proclaim to become the industry standard for how we design inclusively and make things with consideration for people and the planet. The fashion industry is long overdue for change and we can accelerate that change by supporting brands that align with our values.
Proclaim’s Founder Shobha Philips
