Spotlight: 100% sustainable lingerie brand ProClaim

Alexis Stroman


For those not familiar with the person(s) behind the brand, tells us a bit about yourself. Where are you from? I’m originally from St. Louis, and spent some time in Minneapolis before moving to San Francisco nine years ago.  I find living in this diverse, beautiful city truly inspiring.


How was PROCLAIM born? And what is PROCLAIM? Proclaim is an eco-friendly nude lingerie line proudly made in San Francisco.The idea for Proclaim has been in the back of my mind for as long as I can remember.  As a woman of South Asian descent, the narrow definition of the color nude in fashion was always glaring and absurd.  It did not include me and billions of women.  While challenging this notion was the impetus for Proclaim, being an ethical business has been the focus of every detail and decision in bringing the idea to life.  I am inspired by the challenge of creating a product that so many women of color need while honoring the environment and people impacted through production.  It’s been years of planning and research and while there have been ups and downs and sharp turns along the way, I’ve loved the process.

Shobha Philips, CEO and Founder of ProClaim.

What do you hope / are your hopes for PROCLAIM? My hope is that Proclaim’s mission of inclusion and consideration becomes the new standard in the fashion industry.


Eco-friendly fashion seems to grow more popular every day. What are some of the characteristics of PROCLAIM that make it stand out from the pack? Proclaim is made in San Francisco out of fabric from 100% post-consumer recycled plastic bottles.  By using recycled bottles we are diverting waste from our landfills.  The fabric is made in North Carolina.   It was important to me to source domestically as much as possible to reduce our carbon footprint.


What are your thoughts on Fast Fashion Giants (Such as H&M, Zara, F21)? Fast fashion has created an appetite for new apparel that is alarming and not sustainable.   I hope they continue to take steps to become more transparent however in the end I think it will be up to us as consumers to lead the way and show these brands how we want the future of fashion to look by where we spend our dollars.



Favorite designer and why? At the moment I’m digging Mara Hoffman and her new focus on sustainability.  I’ve always been drawn to her use of print and color and this new approach just makes it that much better.


What is the one no-fail, timeless item that every woman should have in her closet?A nude bra!


I understand PROCLAIM has not “officially” launched yet, but can you give us a hint as to what to expect in the future for PROCLAIM? Launch Date? Proclaim will be launching this summer 2017, exact date to be announced.  In the meantime we’re sharing our process and behind the scenes sneak peaks on Instagram (@wearproclaim).


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