When Thunderpants started almost 27 years ago, selling comfortable underwear first in Nelson, then nationally and later internationally, it was like most other clothing companies. There was a woman’s range, and then later a men’s range.
Sisters Sophie and Josie have seen many changes in what people have bought, and who’s buying. While hipster briefs were the most popular for years, ultra high waisted pairs now vastly outsell them. Their fabrics are designed and printed here in New Zealand, and feel distinctly Kiwi ( Although they are also sold in the UK and the USA to others loving the designs.
A lot can change in twenty-seven years, including how we as a society see gender, and bodies. After Sophie and Josie both experienced connecting with people close to them who were either non-binary, or trans, and started to understand for “mens” and “womens” ranges could create barriers to a whole group of their customers they made a huge yet simple change. Depending on your anatomy, you can now either order a design in a “flat fronted” or “pouch front” style.
While there has been a small amount of negative feedback, the response from their customer base has been largely positive.
Their marketing campaigns have always shown their products on a diverse range of body sizes, and now the sisters plan to take this further to help give more non-binary and trans representation, along with age and body diversity.
The idea that we as small businesses can make a positive change for communities that often feel sidelined is a powerful one. Sophie and Josie didn’t do it as a marketing gimmick, but as a strong desire to make their products more accessible.
In this podcast we talk to both Sophie and Josie about how Thunderpants started, how they work together as sisters, and how they use their values to make significant business decisions including exporting, design, marketing and more
Even if you don’t “see the point” of degendering on a website, this episode will help you hear the processes this duo went through, and why they don’t regret it for a moment
In this episode we cover:
How Thunderpants started
Why values have shaped how the business has grown
What it’s like working together in the business
The alternative market growth to exporting
Why they degendered their website
What has the impact for their business been?
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Why Thunderpants Removed Gender From Their Marketing