Jan. 7 2020
Amanda Greeley sees double for a living. As both the founder of womenswear line Thelma and the designer of CUUP lingerie, she balances two big gigs in the style world, creating under-the-radar footwear for the fashion set and making the bra industry more female-focused. How does she combine two dream jobs into one reality? We asked her.
Okay, so what do you do?
With Thelma, I wear just about every hat… product designer, art director, customer service, inventory management…. you name it… so my ‘job’ entails all sorts of things. Some days, it’s pulling inspiration and coming up with a concept for a photo shoot. Other days, I’m at the warehouse unpacking and organizing shoes. Usually it’s some combination of all of these things and more, all at once.
My role at CUUP has been what I like to explain as ‘product concept’. So [it’s] less sketching bras (although I’ve done my share of that too), and more of figuring out at, a higher level, how CUUP is going to be different than other underwear brands. It’s determining how, through product, we can best resonate and connect with our customers and truly offer something she’s looking for but hasn’t experienced before, and hopefully exceed her expectations in every way.
When do you wake up?
Typically just before 7 A.M. That’s when my body wakes up without an alarm. Now and then, I’ll get myself to work out at 6 A.M. and I love how I feel when I do. I’m just not sure that’s sustainable for every day!
At 9 A.M. I am… Deep in emails.
At 11 A.M. I am… Often on a phone call.
What does lunch normally look like for you?
The trouble with having a couple different gigs, and living between [New York, for CUUP and Charleston, for Thelma] is that it can be hard to have a ‘normal’ anything. When I’m home in Charleston, I love to ride my bike to a handful of local spots and grab soup or a salad.
At 1 P.M. I am… The afternoon tends to be when I tackle projects that need some longer term thinking or planning… think product designs, art direction projects, etc. I try to put the fires out in the morning so I can breathe and be a little more creative in the afternoon.
At 3 P.M. I am… Totally guilty of the afternoon slump. I used to have to avoid 4 P.M. classes in college, because I realized I often fell asleep then… It had nothing to do with the professor! Anyway, I’m a morning person, so 3 P.M. can be challenging. I often get a coffee or tea around this time as a little pick-me-up, and I try to load the afternoon with work that I think is more fun. That way, I’m deep in thought and I’m not thinking about taking a nap.
At 5 P.M. I am… Getting ready to work out. I played sports in high school, and I still enjoy having some sort of physical release toward the end of the day. I love running around Charleston or catching a spin class. Lately though, I’ve been doing more yoga. There’s a hot Vinyasa class that’s the perfect mix of challenging and relaxing for that time of day. I find that I often end up doing my best brainstorming in class!
What do you do after work?
My boyfriend and I are both in a place where we travel a lot for work, so it isn’t uncommon for me to be home alone on a weeknight. After I work out, shower, and make dinner, I often end up back on my laptop to tackle some emails I couldn’t get to earlier. Like everyone, there are times when all I want is Netflix, but I’m really trying to end my day reading rather than watching something.
What’s your bedtime?
It goes in waves…. I love when I’m in bed before ten, but on average, it’s probably right around 10:30 or 11 P.M.