For far too long, “nude” underwear has been designed for pale skin tones.

This is an obvious problem on the African continent and speaks back to a difficult history that is still reflected in the fashion industry.

That’s where Gugu Nkabinde, founder and CEO of Gugu Intimates, comes in. When she tells her story, it’s clear that fate was pushing her to start her business.

As a brand and marketing professional with stints at Unilever, SAB, and in advertising, she had no reason to pursue entrepreneurship.

Then the stars aligned and she got the chance to attend an underwear and textile fair in Hong Kong. After that, some money came her way.

Gugu recognised that in an industry that values Western ideals of beauty, having something as simple as underwear that matches your skin tone is as much about identity as it is about fashion.

It’s about feeling as if you belong in your own skin:

“It baffled me that on a continent with multiple skin tones when you said nude there was no underwear that matched an African person.”

And so Gugu Intimates was born.

Here’s her story:

She describes Gugu Intimates as “both a movement and a brand”, perfectly summed up by her company manifesto:

• Gorgeous and important
• Setting the world ablaze with a spirit
• Beaming brilliance from a dazzling height in this body
• Your body
• Each body
• Beautiful

The manifesto speaks to the diversity of beauty, bodies, and skin tones of women on the African continent.

Gugu’s perseverance has been rewarded with a brand that is shaking up the industry. You can find Gugu Intimates in stores in Johannesburg, New York, and Harare, as well as on the pages of fashion-forward publications.

Follow her company on Facebook and Twitter.

This information was provided by Yoco – helping power businesses since 2013.  Get R350 discount off either card reader until Friday the 14th, midday.