Proclaim
Sustainable intimates in nine shades of nude — because 'nude' was never one color
The Brand That Redefined What "Nude" Means
Proclaim was founded in 2019 by Kia Damon (later led by Kwame Adom) in Los Angeles with a premise that seems obvious in retrospect but was revolutionary in practice: "nude" lingerie should actually match the wearer's skin tone. While other brands offered one or two shades of beige and called them "nude" or "skin," Proclaim launched with nine distinct shades of brown, tan, and beige designed to disappear against a spectrum of skin tones. But the brand's mission extended beyond color — every piece is made from recycled materials.
What Makes Proclaim Different
Proclaim addresses two systemic failures in the lingerie industry simultaneously. First, the shade range: their nine nude tones were developed using surveys and skin-tone matching with real people, not Pantone charts. Each shade has a name that celebrates rather than clinicalizes — like "Dusk" and "Cinnamon" rather than "Nude 4." Second, the sustainability: every piece is made from recycled nylon and recycled cotton, using processes that significantly reduce water usage and carbon emissions compared to conventional manufacturing.
Key Product Lines
The Everyday Collection covers the basics done right: bralettes, bikini briefs, thongs, and boyshorts in all nine nude shades. The Triangle Bralette is the hero piece — a simple, wire-free design that actually disappears under light-colored clothing for all skin tones. Bodysuits extend the nude range into versatile layering pieces. The brand periodically introduces limited runs in non-nude colors, though the shade-matching nudes remain the core focus.
Who Proclaim Is Best For
Proclaim is essential for anyone who has ever struggled to find "nude" underwear that actually matches their skin — which, statistically, is the majority of women. It's also for the sustainability-conscious shopper who wants to know exactly what their clothes are made from and how they were produced. The brand is particularly strong for dark-skinned women who have been historically underserved by the "nude" lingerie market, though the shade range serves all skin tones from deep ebony to fair porcelain.
Price Range
Bralettes from $26 to $38, underwear from $14 to $22, bodysuits from $48 to $62. This is remarkably accessible pricing for a sustainable, mission-driven brand. Proclaim has made a deliberate choice to keep prices mid-tier to ensure accessibility aligns with their inclusivity mission.
Size Range
XS through 3XL across most styles. The brand launched with extended sizing as a core commitment, not an afterthought. Their wire-free construction and stretch fabrics accommodate a wide range of body types within each size.
Sustainability
Sustainability isn't a feature for Proclaim — it's the foundation. Their recycled nylon diverts waste from landfills. Recycled cotton reduces water and pesticide usage. Manufacturing is done in WRAP-certified facilities with fair labor practices. Packaging is minimal, recycled, and recyclable. The brand publishes detailed impact reports documenting their environmental footprint.