Post originally appeared on LinkedIn 4 August 2025
See full article here
Over a year ago, we set out to build an inclusive underwear brand.
Since then, I’ve been asked the same question more times than I can count,
“Why underwear?”
It’s a fair question. On the surface, launching a startup in my late 40s especially in underwear sounds a little left field.
But for me, this isn’t about fashion. It’s about family.
Two years ago, my daughter who’s now almost 16 was diagnosed with high-functioning autism. That diagnosis brought with it answers to years of unexplainable challenges, especially around clothing.
She’s long struggled with sensory sensitivities. Seams, fabrics and tags, things most of us don’t even notice (or are better at not noticing) could ruin her day. Some mornings would involve multiple outfit changes, tears, and eventually, the refusal to leave the house. As a parent, it was heartbreaking to watch.
So we did what many parents do, we researched and researched some more. And what we found was eye-opening:
- Up to 1 in 5 Australians live with sensory sensitivities (SPD Foundation)
- 90% of autistic Australians report sensory processing differences (Autism CRC)
- Around 60% of ADHDers struggle with sensory overload (ADHD Australia)
With this new information, we realised, we weren’t alone.
Around the same time, my daughter began exploring her identity. She asked for a binder instead of a bra. She wanted to wear boxers, not briefs. But even that came with barriers, dodgy websites, awkward sizing, binary labels. Shopping for us became another point of friction.
So we took matters into our own hands, we built Being Wear.
- Underwear made from ultra-soft modal.
- Flat, folded seams and printed labels no scratchy tags.
- And most importantly, no more “men’s” or “women’s” aisles.
- Underwear for all human Beings. All beings welcome.
And to every parent, carer, ally and human who's been on a similar journey, you’re not alone. I cant say things always get easier, but what I do know is the small wins help.
