Esther Labi, the founder of Storm in a D Cup, a prominent retailer of lingerie and swimwear for women of all sizes and also known to many as the ‘Bra Whisperer’, has a new mission.
Labi is looking to rebuild Australia’s lingerie manufacturing industry that has declined in recent years and get more people back into the business of designing and producing garments such as underwear and swimwear.
“When Bonds closed down their factory in Australia to send the jobs offshore, this virtually wiped out so many years of skills and industry knowledge,” Labi said. “We not only lost an industry, but we lost all the knowledge and expertise that goes along with this incredible industry. As a result, we are having to rely on products that are made overseas in China mostly.
She added, “I am determined to change this and bring back our lingerie and swimwear manufacturing industry. As a nation of active outdoor-loving people, we wear swimmers more than many other countries. We also have a great eye for fashion and detail and enjoy wearing sexy yet comfortable lingerie. We should be making it ourselves, not buying it in from overseas giving other people our jobs and hard-earned income.”
With a highly successful online presence and a physical store in Sydney, Storm in a D Cup just launched its first locally designed and manufactured line of swimwear, a one-piece swimsuit called Lizzie, with more in the production line. Labi said that the materials, wiring, stitching and elastic used in their swimwar are of the highest quality, meant to work hard and last for ages.
Labi shared. “I designed the swimsuit to ensure it meets the needs of women with larger breast sizes. Women want a swimsuit that looks gorgeous and offers them the best breast support while pulling in the tummy. They want a suit that ensures their breasts are comfortable while they are swimming, playing and relaxing and that also shapes, holds and supports their breasts so they look firm, taught and terrific.
With regards to Stomr in a D Cup’s manufacturing journey, Labi said that it took them a while to find the right business to manufacture the swimsuits as she wanted a manufacturing partner that sources the best materials and also sews the clothing right at home in Sydney. This also provided that added benefit for her to be able to drop by and better ensure the highest levels of quality control.
“Working with a manufacturer here in Australia means we can achieve the highest levels of quality possible and create the best designs. Creating clothing is a process of collaboration and I am looking forward to growing our own line of home-grown products over the next few years,” Labi said.
She added, “Yes, the cost is slightly higher, but we don’t have to deal with excessive overseas shipping or quality issues, and over time we will find ways to reduce the cost without compromising on quality or the design and production process. What is important is that we will be helping to rebuild a diminished industry, and this is very exciting.”
