Founded in 2017 by Shobha Philips, PROCLAIM is dedicated to creating women's wardrobe essentials in inclusive nude tones with consideration for people and the planet. Shobha's entrepreneurial journey began with a personal frustration: the lack of nude undergarments that matched her brown skin as a South Asian woman. This gap in the market, coupled with her commitment to addressing climate change and exploitative labor practices in fashion, which disproportionately affect communities of color, fueled her mission to create PROCLAIM. Shobha's vision extends beyond clothing, it's about making women of all shapes, sizes, and skin tones feel seen and represented in the world.
PROCLAIM has been featured in publications such as SELF, Essence, ELLE, Who What Wear, and The Zoe Report, highlighting the brand's innovative approach to sustainable fashion, with critics applauding its commitment to environmental responsibility and its ability to deliver stylish, eco-conscious solutions for modern consumers.
PROCLAIM is the inclusive lingerie brand that launched the first-ever plant-based shapewear line
PROCLAIM will unveil the world's first plant-based solution in a groundbreaking move away from traditional shapewear constructed from environmentally harmful materials like plastics and nylon. Crafted from bio-based EVO® sourced from castor beans and bio-based creora® spandex, its innovative shapewear line delivers unparalleled smoothing and sculpting performance while upholding our steadfast commitment to sustainability.
Recognizing the urgent need for change, PROCLAIM embarked on a mission to develop a revolutionary alternative that prioritizes sustainability and women's health without compromising performance. The debut offering features a mid-thigh bodysuit, available in three inclusive nude tones and classic black.
Founding Story
Shobha studied business in college and began her career in marketing and supply chain management. She started PROCLAIM after growing frustrated with the lack of diverse nude options in lingerie for women of color. Shobha is on a mission to revolutionize the color nude by rethinking representation, sustainability, and ethics in the fashion industry. She is the proud daughter of South Asian immigrants, born and raised in St. Louis. She's also the co-founder of In Todo, a pop-up marketplace featuring BIPOC (Black, Indigenous, and People of Color) makers and artists. Her entrepreneurial journey reflects her passion for creating positive change in the fashion industry while honoring her cultural heritage. Through her work, Shobha aims to inspire confidence and inclusivity while championing sustainable practices and social responsibility.
