The Local newsletter is your free, daily guide to life in Colorado. For locals, by locals. Sign up today!
Bra shopping is hard. It’s even more difficult when lace, ruffles, and tiny embroidered details aren’t your thing. If you’ve been searching for undergarments that aren’t overly feminine or outright tarty, meet Negative, a new line of minimalist underwear that’s uncomplicated and comfortable.
College friends Marissa Vosper (a brand strategist and Boulder native) and Lauren Schwab (a finance guru whose father is the former CEO of Little Me and Ralph Lauren Children) connected in 2003 over a shared obsession with fashion. Although the girls invested time and money in their clothes, they felt their undergarments never quite measured up. Together they set out to strip away lingerie’s fussy elements and design a modern collection of bras and panties that focus on quality materials—sourced from Belgium, France, and Japan—and solid craftsmanship. Plus, because the wares are available exclusively online, they’re able to sell them at competitive prices.
Give One Year of 5280 for just $16.
Negative’s lastest launch is a nude (as in, the color) collection—a line of 37 pieces that are essential, yet anything but dull. (Note: Bra sizes range from 32A–32DD, 34A–34DD, and 36A–36D.) My favorite item is the Sieve Balconette bra ($85); order the matching brief ($35) or thong ($28) so you always have a full set on-hand. With its micro-mesh inserts and elastic underband, this bra provides just enough detail to be playful and sexy, without overdoing the push-up.
In Negative’s case, less is definitely more.