Shobha Philips
Founder of Proclaim
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No Sustain No Gain
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Her line has the planet in mind.
Shobha Philips is the founder of Proclaim, a lingerie brand dressed head to toe in down-to-earth tones. Aside from having a chic style, their bras, bottoms, and bodysuits are made from ethically-sourced fabrics that are durable, silky, and sexy.
Here, the St. Louis native reveals how plastic bottles create beautiful pieces, her go-to outfit to wear under the LA sun, and other sustainable brands she stans.
How did Proclaim come to be?
I couldn’t find a nude bra that matched my skin tone as a brown woman, so I decided to do something about it. I knew I wanted to do it in a way that aligned with my values, which are to try to buy things that are sustainable and ethically made. And while I do enjoy fast fashion, there was always something that bothered me about it. I would find something I love but then be like, “I don’t really know how this was made or what materials were used. Maybe it might not be so great for the planet.” So when I was going about this, I knew I wanted to address all these things that frustrated me about the fashion industry.
What fabric do you use for your products?
So we use a few different fabrics, because there’s not just one answer when it comes to sustainable fashion. Tencel, which is made from sustainably harvested eucalyptus bark, is probably the one we use most. It’s a really silky but durable material. We also use polyester for our swimwear—which is made from recycled plastic bottles—and have an organic cotton and hemp blend which was used for our Color Pop collection. Finally, we have Cupro, which is made from a byproduct of cotton production and has a more silky feel.
What does the process of turning plastic into fashion look like?
Basically, recycled plastic bottles get shredded into tiny plastic pellets. Then they’re heated, and while they’re heated, the plastic is pulled apart and developed into these little strings that become the fiber of the fabric we use.
What makes Proclaim stand out among other sustainable fashion brands?
I’ve tried to hit a trifecta that is important to the future of fashion: being inclusive in our design, using sustainable fabrics and packaging materials, and being ethically made. We make everything in Los Angeles and pay fair wages. Right now, we have sizes small-3X, but we’re always working on expanding that. There have also been brands that come out with a capsule collection of inclusive colors, but that is what our brand really stands for. Every single thing that we make will come in everyone’s nude.
What’s your style like right now?
It just started getting hot in LA, so I’ll be living in our slip dress. Because it’s lightweight, you can also tuck it into your pants and wear it as a top. Oh, and our square neck bralette, which is like a crop top. It’s gotten good feedback, and it reminds me of The Sisterhood of the Traveling Pants because it fits on so many different body types.
What sustainable companies do you support besides your own?
I have a fair amount of Patagonia because it literally lasts forever and I love that they do free repairs at the shop. I have this one down jacket from them that I’ve repaired several times. I’ve also started using Guppy bags, which is actually something we want to start carrying soon. They’re these little bags that you wash your clothes in that are made out of synthetic fibers so they don’t end up in the water stream. That is an amazing product.