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They are differentiating themselves from the more established companies by challenging the idea that it must be either sexy or comfortable, and they’re using high-tech materials to improve the experience of wearing it.

Brands like Me Undies and Thinx, which launched in 20, respectively, have been growing quickly.

She wanted to create intimates that would allow women to feel comfortable throughout a 14-hour day–from the gym to the office–that didn’t look like something your granny (or your college-aged granddaughter) might wear.

Over the last year, she’s been scouring the best performance fabrics available to create her ideal underwear. Lively joins a spate of online startups that have blossomed over the last five years and hope to find their place in the massive underwear market.

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But Victoria’s Secret, which came onto the scene in 1977, is by far the biggest underwear retailer in the world, earning .2 billion in revenue during the last fiscal year with an average of .06 million in sales at each store., referring to Victoria’s Secret’s emphasis on sexiness.

Grant decided that there was room for an underwear brand that offered an alternative approach.