A model and charity founder has created a new business that provides transgender women with comfortable lingerie and swimwear. Dani St. James, the founder of Not A Phase, came up with the idea of Zoah when she was 18 working as a dancer in Ibiza. As a trans woman herself, Dani, from Barry, was forced to 'tuck' using electrical tape, which caused burns and cuts to her skin and left her feeling horrible.
Creating the prototypes years ago, Dani reached out to her contacts to see if the business was plausible. Now, with a successful lingerie launch which saw more than 350 units sold in 48 hours, she has ventured into the world of swimwear in an effort to help trans people feel better about their body. As well as her new business venture, Dani is the founder of Not A Phase, a charity dedicated to supporting trans adults. With her charity, Dani regularly speaks at various events and businesses in an effort to raise more awareness and help the transgender community.
Zoah was created to plug a gap in the market for products that would provide their wearer with the ultimate confidence, comfort and silhouette. Trans women, non-binary and gender non-conforming people are usually forced to take up uncomfortable methods to 'tuck'. As well as selling underwear and swimwear, Zoah also provides information on how to tuck using the products with its tucking guide.
"I know people have been reluctant to go to the beach or the pool, because I've been that person," Dani said. "I would have to wear denim shorts to go in the sea and it's a horrible feeling. When I went live with this swimwear, I spoke about when I was 18. I was a dancer in Ibiza and I was booked to dance on ship for a night party.
"They gave me a uniform and it was this tiny pair of swimming underwear and a crop top, and I was mortified. I went to this hardware shop at the end of town and I bought a role of electrical tape and did the best I could and it was horrible. It was just absolutely horrible. I was ripping off electrical tape after six hours dancing for drunk people.
"I made [the underwear] for people who just want to live their lives freely and not have to think about stuff like body parts slipping out. These are products that are made for us in this way. I reengineered the tucking thong and made it the most comfortable tucking that I've ever tried, and a lot of people have ever tried according to the reviews.
"It's just so amazing to hear the stories that come back in the reviews and I get thank you emails all the time. I've had emails from people to say they've had the confidence to come out of the closet because they now feel they are in their own body wearing the products. And it's just so simple. It makes such a difference to somebody when they're not having to worry about navigating their day to day lives in clothing which doesn't think about our needs."
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