Meet the New Intimates Brand that’s Reshaping the Way Women MoveVasilis Stergiou
“We had no idea how complicated a pair of underwear could be,” explains Leland Drummond, one half of the new intimates brand reshaping the way women move. Together with her AZIONE co-founder Michele Thomas, the pair created a truly innovative range of fitness-inspired undies with one mantra in mind: Life Deserves More Action. Meet LDMA. No strangers to building category game-changers, these brand storytellers are now rewriting the narrative around women in need of empowering essentials for their active lives. “As a brand we want women to celebrate movement on all levels and empower those to take action in their daily lives whatever that means to them, be it in the classroom, studio or gym, boardroom or at home,” explains Drummond. And, Thomas muses, “The first thing you put on every day should make you feel ready to take on your day. We love the idea that Action Creates Change and we hope the LDMA brand will inspire just that.”
Getting In On The Action
After 11 years of telling other brands’ stories as publicity gangbusters, Drummond and Thomas have turned their gaze toward the world of fitness-meets-intimate wares. Built upon the duo’s own need for better performing, comfortable, functional intimates—focused singularly on underwear—LDMA is made for busy women on the go. Its sole purpose is to make women feel strong, sexy, confident, and supported through every step of their active lives. Thomas and Drummond tackled their second personal venture through grassroots efforts by self-funding the company and looking to their own lives as both moms, entrepreneurs and non-stop women for guiding cues.
“We wanted to create something we as busy women needed and couldn’t find, the ultimate pair of underwear that would take you through your day from the gym to the boardroom and everything else in between.”
— LELAND DRUMMOND
Where’s All The Women’s Workout Underwear?
Their number one question to answer was simple: Why were there so many underwear-specific companies for men who work out but those made for women were “shape-wear” focused or diluted by being spread too thin across product categories (inclusive of bras and other distractions)? Why was there not one underwear brand that women loved uniformly? LDMA is really a hybrid of fitness and intimates. “In our opinion, there are enough activewear and DTC lingerie brands on the market—many of whom we have worked with and/or they are founded by friends,” shares Drummond. “We wanted to make room for a new category of active essentials—focused first and foremost on underwear—because we really feel like it’s a white space in the market and an afterthought for so many companies.”
“The possibilities for LDMA are endless! We can’t wait to see the impact the brand will have on an industry that hasn’t really focused on underwear for active women as a standalone category.” —Michele Thomas, Co-Founder
Made for Women, by Women
The modern woman has changed so much since the founding of big-box intimates retailers and the next chapter should really act as the foundational product of your active life. Here’s what the underwear innovators can share about the performance of their nylon-blend product that feels like second-skin silk on the body. It was critical for Drummond and Thomas that the product feature:
Moisture-wicking and anti-odor fabric
A stay-in-place fit that moves with you, not against you
A custom-fit made to perfectly sit under high or low-waisted activewear with very low pantyliner visibility, but enough thickness to withstand wear and washing
No Cut Finishing that helps to prevent digging
Hip Stretch + Recovery: So no matter the wear it always bounces back into place
Let’s Talk Fit
Debuting with four core styles: High Sculpt Thong and Brief and Low Hide Thong and Brief, all made to move and fit seamlessly under your high or low-waisted bottoms (workout leggings and beyond). All LDMA products are made with an ultra-soft, matte microfiber blend and innovative seamless design featuring an anti-digging stretch and custom Micro-Ribbing—made to sculpt, flatten and stay in place—giving you a smoothing look and a second-skin feel.
“Launching a product that we built from scratch is truly a one-of-a-kind feeling and, now, receiving feedback on how our product has already become a staple in the daily routines of active women in our network is really just the beginning.”
— LELAND DRUMMOND