Straight talk: Lingerie company forgoes frills for fit

The bras and underwear in the line are minimalist and understated, but made with design and fit in mind. Created by Lauren Schwab and Marissa Vosper, Negative Underwear is sexy and simple, without being over embellished or boring. And the branding suggests as much.

'Negative is uncomplicated, considered, minimal,' reads the website. 'We believe that less is more. That what's not there is just as important as what is. So we focus on the essentials and ditch the rest. In a world of pushed up and overdone, we’re intentionally not. We’re Negative – the first layer – closest to the skin, selectively exposed, undeniably intimate.'

Like the No-Bollocks branding we saw in men's grooming products, Negative Underwear's approach is straight-forward and honest, with no sales speak and no ostentation. It is a perfect brand for The Athena Woman, who wants truth, respect and to be treated like a woman, not a girl.