Kristin Prim is only 24, but she’s spent the last few years avidly collecting lingerie and getting a deep understanding of the market.
“I was having a hard time finding pieces that I wanted to consistently buy and I saw a gap in the market for items that were elevated and luxurious and sensual,” said Prim, who founded Prim Magazine, a fashion publication, when she was 13. “I knew that if I had this problem, there were a lot of women out there like me who wanted to see that, so I decided to put that out there with Lenoir.
According to Prim, Lenoir is a direct-to-consumer lingerie brand that’s female-centric. And she’s hoping to defy the misconception that creating a line for women means it can’t be sexy.
“A lot of times when someone says they are creating a line for women, underwire turns to spandex and lace turns to cotton,” said Prim. “There is something backward to thinking that a woman can dress in a sexual manner and it’s all about attracting a man. So, having a company exist that isn’t about women seeking validation from men was important to me.”
Prim, who received a business degree from Parsons but doesn’t have
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