HERE AT HATCH, WE KNOW A THING OR TWO ABOUT INTIMATES THAT MAKE WOMEN FEEL GOOD, WHICH IS WHY WE’RE CRUSHING ON MAMA, MICHELLE CORDEIRO GRANT’S BRAND LIVELY, THE “LEISURÉE” BRAND THAT’S TAKING THE INDUSTRY BY STORM BY PROVIDING COMFORT AND STYLE ROLLED INTO ONE. BLURRING THE LINES BETWEEN ACTIVEWEAR AND LINGERIE, LIVELY IS BREAKING THE MOLD OF WHAT IT MEANS TO “FEEL SUPPORTED” – ALL DAY, EVERY DAY.
HATCH/What sets Lively apart from other lingerie brands?
LIVELY/The concept for LIVELY began with our mission to deliver on what we believe is sexy today: smart, healthy, confident and outgoing. We saw a void in the market for bras and undies that delivered on an aesthetic inspired by authenticity and “real life”, and really found that we could not find a brand that delivered on HIGH STYLE and ULTIMATE COMFORT in one place. We wanted something that we could live in for 14 hours day, and not compromise on style or comfort. We no longer wanted to choose. So, we wiped the slate clean and took our time pulling together elements of high style, function, femininity and comfort that we personally loved! Because we were authentic in our concept and design process, we realized we created a whole new product category. One that blurs the lines between active, lingerie and swim. It is a new aesthetic that correlates back to the explosion of athleisure…. we call it… LEISURÉE. Above all, we wanted to create a brand that would enable, empower, and remind women about what life is really about! Spending your life doing what you love, with the people you love.
HATCH/If you could give 3 pieces of advice on how Lively makes women feel beautiful, what would they be?
LIVELY/1. When we started this brand, we made a promise to always be authentic and real in every facet of our experience. A key component of our brand ethos was to create a platform that drove body positivity and empowerment. Our advice to girls would be to experience LIVELY (in both product and ethos) and feel amazing, be included in our conversation, and be inspired to continue doing the things they want to do. It’s what we call #livingLIVELY. 2. Another part of the LIVELY ethos is turning dreams into goals, and instead of wishing, doing. Having dreams and aspirations is a wonderful thing, but personally, once I mentally change those “dreams” into “GOALS” my path becomes much more clear. I was able to see the steps I needed to create our brand much more clearly once I stopped dreaming and started thinking about it as a goal. 3.I’ve always been fortunate that my career has been my passion. By creating this brand, I wanted to enable, empower, and remind women to explore their own passions. My advice here would be to not fear the unknown, but embrace the journey of figuring it out.
HATCH/What’s on the horizon for Lively?
LIVELY/Today we are driving our mission by having every woman’s “back” with Leisurée bras and undies. We do see a future where we will expand into adjacent categories that make sense for us like swim and active apparel. It feels like an authentic, natural evolution. We are also envisioning a physical store experience incorporating our brand ethos, where women can come and hang together; more of a lifestyle experience that would embody what it means to be #livingLIVELY. Today, we are focused on doing things extremely well, and defining what the category of Leisurée can truly become.
HATCH/Favorite Lively product. Go!
LIVELY/It’s impossible to play favorites! For me, the details of each style are what make it difficult to choose. The sport stripe band of the Geo Lace Bralette is the ultimate in comfort. The No-Wire is a bit of a secret weapon as it has the support of a wire bra without the wire. For me, these pieces are the ultimate in Leisurée… Right now, given I am 8 months pregnant, I am living in each and every LIVELY bralette.
HATCH/Can you describe the best moment you’ve experienced as a brand so far?
LIVELY/It’s impossible to pinpoint one exact moment, but the most amazing feeling is watching the LIVELY crew grow. I love seeing them tackle new projects and how they take on tasks that we as a team have never experienced before. When they come to life, it is the most rewarding feeling in the world, especially knowing that we all accomplished these moments TOGETHER!