Interview Series: Andie Popova, Founder and CEO of Body Arrest
Welcome to MODA Interview Series, where we feature influencers and leaders in the fashion industry in the Chicago area and beyond to discuss their design inspirations, their creative backgrounds and what it means to be a self-starter in the fashion world today.
Meet Andie Popova, a recent UChicago grad originally from Houston, Texas. Last year, Andie launched her own startup, an underwear company called Body Arrest, with the hopes of redefining the industry and empowering women with her comfort-driven, health conscious products. In other words, she's making "underwear... for badass women!"
First things first, tell us a little about yourself! What are some of the things you love and how did these passions inform your decision to start Body Arrest?
I really thought I'd be an actress until I was eighteen, which was when I decided to go to UChicago and quit my acting days forever! But... then I auditioned for Off-Off Campus, the oldest collegiate improv and sketch group in the country, and that's where I spent most of my time at UChicago... In addition to Off-Off, I also joined the Major Activities Board (MAB), which organizes the biggest entertainment events on campus including the annual music festival Summer Breeze. I've just always loved creating things and coming up with new ways to sell products, and I got the chance to use those skills on MAB as we came up with release tactics for all our events. As far as hobbies go, I write songs on the ukulele and make music videos to accompany those songs. I also consider myself an excellent beginner at salsa dancing, boxing, and hip hop! Emphasis on beginner!
“People want underwear that speaks with them, not for them–and that’s where Body Arrest comes in. ”
When and why did you decide to start Body Arrest?
So the very honest (and maybe slightly risqué, but hey, that would be very on brand) response to why I started Body Arrest begins with the fact that one day last spring I was coming out of the shower and choosing which underwear to put on. I was excited to see that my favorite pair–a purple cotton pair with two giant sea shells on the back–was ready to be worn! Then I reminded myself that a guy I was seeing was coming over, and so I immediately reached for a black, lacy thong instead. I literally stopped in my tracks and thought "wait a minute..."
What made the black lacy thong "sexier" to me–to anyone? Who made that a thing? And I realized that these huge, male-run women's underwear companies are spending millions of dollars a year on ads, products, and models that are meant to tell us what's supposed to be sexy. This seemed crazy to me in that moment, because I personally feel sexiest when I make a room full of people laugh. I feel sexiest when I get an awesome job offer or when I'm at the end of a good workout. I feel sexy in purple sea shell underwear because that's who I am: goofy, vibrant, and bold. I realized that the underwear industry as it stands today wasn't making me feel sexy for who I am. In fact, it was often telling me to be something or someone I'm just not.
“... male-run women’s underwear companies are spending millions of dollars a year on ads, products, and models that are meant to tell us what’s supposed to be sexy.”
That's the moment I decided I wanted to make underwear that was just as vibrant, smart, and fun as the women around me. Sexiness shouldn't be about what you're wearing–it's about who you are. And your underwear should reflect who you are! I ran the idea by a couple friends, and it turned out other women felt the exact same way as I did. Athletes in particular complained of thongs being uncomfortable, and of the fabric not being breathable. It was settled: I would make underwear that was comfortable, colorful, and empowering. Underwear... for badass women.
All Body Arrest underwear comes with one of a handful of cheeky slogans printed across the back meant to empower (and humor!) its wearer.
What gaps in the market does Body Arrest aim to solve?
People often ask me "so what makes Body Arrest underwear different?" In terms of the product itself, Body Arrest is extremely comfortable. The fabric is super-soft Bamboo Cotton, and there's no visible elastic to cause constrictions or anything like that. It's also the perfect medium between a bikini style underwear and cheeky style underwear, so you get good coverage with a flattering curve. But what sets Body Arrest apart are its designs on the back. These designs are made with soft heat transfer flocking and spell out phrases like "I'll laugh if it's funny" or "As shaven as I'd like" (the most outrageous one is "Smart girls fuck good"). I wanted to do away with the subordinate phrases like "Pick me" or "I'll be your number one varsity player" and bring phrases that could empower women, especially young women just starting their careers.
“Sexiness shouldn’t be about what you’re wearing–it’s about who you are.”
More and more people are growing tired of big, name-brand underwear that caters to old ideals of feminism and sexiness. That's why you see so many indie labels launching their own underwear lines. I saw this moment in the industry, coinciding with the rise in women's rights awareness and "woke feminism," as the perfect opportunity to give the people what they want. People want underwear that speaks with them, not for them–and that's where Body Arrest comes in.
Who or what have been some of the most helpful resources for you as an entrepreneur trying to grow her business?
I've been interning at the Polsky Exchange for Entrepreneurship and Innovation, which has been a total game changer for me. Through Polsky, I've been able to meet dozens of other entrepreneurs from all kinds of industries who have talked me through their own mistakes and successes and taught me invaluable lessons. Because of Polsky, I was able to attend a Booth Startup Networking Night, where I met dozens of interested Booth students and other startup owners. It was honestly a magical night because it was the first time I felt like "okay, yes, I'm a founder of this company." I had been working on Body Arrest for almost a year, but answering these big questions about the company and pitching my concept over and over again really finalized the process for me.
What are some of the challenges you deal with as an entrepreneur? What are the most difficult aspects of running a start up?
Okay, I have so much added respect for people starting apparel companies now because this shit is hard. I originally planned to launch by October 2017. It's currently May 2018, and we still haven't launched. They all told me it would take longer than expected, but I thought I could be smart and game the system to work quickly. What I learned is, I'm not smart enough to game any system–especially a system I knew nothing about.
“... after making mistakes and learning to be more discerning with who I trust, I’ve gained invaluable experiences that I’ll probably use for the rest of my life.”
I came into the apparel industry without knowing the difference between a plot and a marker, without knowing how to make a pattern, and without knowing the difference between a success and a scam. I wasted so much of my own money on products that weren't right because I wanted to rush things. I wanted to give up more times than I can count. I've literally sat and cried over underwear samples more times than would be okay to admit. But after making those mistakes and learning to be more discerning with who I trust, I've gained invaluable experiences that I'll probably use for the rest of my life.
What are some of the most rewarding aspects of this journey?
Like I said, there have been countless times I've wanted to give up. But every time someone messages me and says they've been waiting for a brand like this, or every time I hear of women getting screwed over (i.e. #MeToo, the wage gap, the list goes on) I pick myself up and keep creating. Some of the most rewarding moments for me have been when I see Body Arrest laptop stickers around campus on laptops of people I've never even met! I've had people message me from schools all over the country offering their support and help. It's extremely helpful to feel that support from other people, because entrepreneurship forces you to constantly question your own ideas.
How do you see Body Arrest evolving long-term as a brand? What are your hopes for the company’s future?
Not only do I want to see Body Arrest expand into other product lines like bralettes, pajamas, and condoms (Yeah, condoms! You heard that right!), but I also want Body Arrest to transform the way we see underwear. Sexiness and femininity should be based on what we think and what we do. And expanding on that, I want women to feel comfortable voicing what they want out of sex and shaping their own sex lives. Sex has for many centuries been all about men, but if the future is female, the future of sex can be female, too.
“Sexiness and femininity should be based on what we think and what we do. And expanding on that, I want women to feel comfortable voicing what they want out of sex and shaping their own sex lives.”
Do you have plans to quit your day job one day and transition to Body Arrest full time?
I think I have a lot to learn about how a company is run, so this summer I'll be starting full time at a market research firm in New York City. I'm excited to use my experiences in market research to develop my personal business. I don't plan on transitioning to Body Arrest full time in the near future, since businesses like these usually take many years to become profitable. I'm just excited to keep learning and building my network as I move to a new city!
Did UChicago’s competitive environment in any way inform your decision to start your own company or is this something you’ve always really wanted to do?
I've always wanted to start my own company. Always always. When I was in 7th grade I started making duct-tape wallets, and my friends asked to buy them off me, so I started a small business. I'd make wallets, change up the designs, and sell them to students around school for a couple bucks each. It actually became very profitable! In high school, I was always starting clubs or organizing new events. I wrote a book about my experiences at an Alzheimer's facility and have organized artistic charity events for the Alzheimer's Association almost every year since publishing. That's basically just to emphasize the fact that any time someone tells me "you can't do that," I fight twice as hard to make it happen. Something in me gets excited by the challenge, and I think that's why entrepreneurship is so appealing to me.
Do you have an tips for aspiring business owners and entrepreneurs on how to translate their ideas into reality?
My biggest piece of advice is be patient. Don't rush into things and spend a lot of money upfront. Learn from the masters. Talk to everyone you know who is related to the field. Read Lean Startup–it's like the Bible of entrepreneurship. Take every networking opportunity and fake it until you make it!
