I’ve gone pretty hard on marketing since starting Luckies in May 2024. One thing I’ve held back on is Transcend — my shape for trans women.
The voice in my head sounds like this:
“What do you know about being trans?”
“People will think you’re just profiting off women who already have it harder than most.”
Fair questions. Here’s my answer.
Trans women are women and belong wherever women do. That includes my brand.
Think about what it means to finally become yourself — and then go shopping. You want to browse the same stores. Buy the pretty things. Feel like the options were made with you in mind. Instead, a lot of mainstream brands just… don’t. The sizing doesn’t work. The cuts don’t fit. You’re othered in the underwear aisle before you’ve even got to the checkout.
That’s not a small thing. Clothes are identity. Underwear especially.
I have friends who’ve transitioned or are transitioning. I’m not going to pretend I fully understand it. But I understand being handed options that don’t fit and being expected to be grateful.
So I made something that actually fits.
Transcend has a wider gusset and a roomier front — designed for the anatomy, not adjusted as an afterthought. Same merino lining. Same small-batch prints by Australian female artists. Just cut differently where it matters.
If you’ve been making do — this is for you.
If you’re shopping for someone you love — this is for you