Our Vision
We want to change the Lingerie industry. Under Garments are seen as a necessity, a product that every women uses daily but is not receiving the attention you would expect for a product that we use so often since it is considered as Taboo. When purchasing an undergarment it generally involves a mindful decision-making process and is purchased after satisfaction. We are going to change this by positioning Lingerie as the following:
“For x Her will make Lingerie desirable, giving a new direction to the Lingerie industry and becoming the most recognized global Lingerie brand”
We believe that our underwear is for everyone. It goes beyond the socially constructed box,in which women are usually made to fit. The X in our brand speaks a gender neutral language, offering greater inclusivity and fluidity beyond the gender spectrum.
Our Team
Minayel
Our CEO and Co-founder Minayel with background academics in Fashion, graduated from AMFI (Amsterdam Fashion Institute) decided to start up a desirable lingerie brand. After 2 years of continuous research and development For X Her came into being, giving a new direction to the lingerie industry.
Afia
Our MD and Co-founder a dentist by profession with a desire to bring in hygienic practices to the manufacturing of undergarments. She spent 2 years to create a brand along with Co-Founder that was ethical, sustainable as well as cost effective for the X community.
AUSAF
Our Director Operations a graduate in Business Management from BPP London having 5 years of experience. Joined us in 2021 to manage the supply chain and strategies the operation to deliver quality product to the end users through ethical and sustainable means.
Farooq
Our Director Production and Quality control, a graduate from NTU (National Textile University) the pioneer of Pakistan’s textile industry. He has experience of more than 25 years and has been working as Regional Director for Lingerie production in Asia. Having seen the enthusiasm in Co-Founders decided to join the team in 2021. With his vision and experience he is clearly the backbone of For X Her to produce sustainable, cost effective and highest quality undergarments for the global community.
Hassan
Our Director Marketing a fashion graduate from PIFD (Pakistan Institute of Fashion & Design) having 7 years of experience in Fashion Marketing joined us back in 2021 to strategies For X Her marketing goals. He along with his team formulated a road map to make the brand global.
TOUCH OF comfort
Colorful and comfortable. Made from super soft organic cotton sourced through ethical means with our sustainable nylon based elastic band adding the ultimate luxury to comfort lingerie.