After 11 years of telling other brands’ stories at AZIONE, agency co-founders Leland Drummond and Michele Thomas have used their respective knack for storytelling to build an innovative company of their own. Meet the intimates brand women have been waiting for. LDMA, (Life Deserves More Action) was built upon Drummond and Thomas’ own need for better performing, comfortable, functional intimates—focused singularly on underwear—made for busy women on the go (like them!) to feel strong, sexy, and supported through every step of our active lives. Keep reading to learn more about the brand more than a decade in the making.
Meet LDMA: Active Essentials For Women On The Go
No strangers to building category game-changers—widely known for their unrivaled ability to transition emerging companies into industry leaders (think Away, Outdoor Voices and Sakara Life)—Leland and Michele 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. Their number one question to answer was simple: Why were there so many underwear-specific companies for men that workout 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?
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. With activewear being an ever-booming category and the nature of successful independent intimates brands dethroning age-old category leaders like VS Corp, we thought our readers might find this particularly interesting. See below for some of our favorite products from the LDMA launch (they’re officially live!):