Twice a year, we spotlight a TICA Talent; these are emerging, small brands. This time it’s MUSA Intimates, an innovative brand creating comfortable and environmentally friendly lingerie. Their journey began with the idea of using alternative textiles and emphasizing sustainability. MUSA Intimates strives for a world where feeling comfortable in your own skin is the new beauty ideal. The brand utilizes alternative materials, with a strong focus on banana textile. Each collection is expanded with unique items that enrich the fruit basket of fabrics.
MUSA Intimates was founded by five women who studied Arts and Economics at the Utrecht School of the Arts. Inspired by their shared interests in feminism, sexuality, and sustainability, they realized these topics were still underrepresented in the lingerie sector. After extensive research, they discovered the versatility of banana fibers, sourced from plants that are cut down after one harvest and often discarded. These fibers proved ideal for textiles. Their partner in India helps women transition from unhealthy tobacco plantations to organic banana plantations. By using banana fibers for their first collection, they created a unique and meaningful story. Thus, MUSA was born.
MUSA’s range consists of comfortable underwear and playful lingerie pieces. Additionally, at TICA, you can find versatile tops that can be worn in various ways, inviting you to play with styling and rediscover your wardrobe. If you love fashion and enjoy creating new looks, these items are must-haves to refresh your wardrobe and feel confident. Come see these items soon at the TICA Concept Store and add them to your shop assortment.
The tops are made of 39% banana fibers, 59% organic cotton, and 2% elastane, carefully composed for comfort and sustainability. With each collection, MUSA introduces a new textile blend, such as Seacell textile. This unisex boxer is made of 20% Seacell and 80% tencel, using a soft, elastic interlock knitting technique.
In addition to their regular collection of underwear and tops, TICA members can also purchase a Christmas collection and a men’s collection starting October. With their men’s underwear, they want to introduce men to alternative textiles and the story behind them. This expansion offers customers the opportunity to not only enrich their wardrobe with unique pieces but also to learn more about the sustainable and innovative materials that MUSA Intimates uses. These collections also make great gifts to receive or give.
MUSA Intimates’ customers are primarily women between 20 and 35 years old who are in different life stages, such as completing their studies, starting a career, exploring the world, or building a family. They enjoy festivals and adventures and place great value on sustainability and social issues. Often working in the creative or social sector, they spend time on personal development and enjoy drinks with friends by the water in stylish outfits. MUSA Intimates strives for inclusivity and comfort for everyone, regardless of age, color, or gender.
With MUSA’s banana undies, they strive for a world where women feel comfortable sustainably, from the inside out. MUSA utilizes social media channels and offline events to spread this message and position themselves within their target audience. During offline events, called ‘MUSA TALKS’, they invite various people to discuss current and socially relevant topics. In this way, MUSA aims to be more than a sustainable clothing label; it strives to build an engaged community.
