By Lana D’Amico
JstBU is an inspiring new line started by tween moms Wendy Kwan and Pelin Aksu. Unlike many other clothing brands on the scene, what sets JstBU apart (aside from their amazing, soft- to-your-skin fabrics) is that they remind you every time you wear them to...just be you! This brand focuses on what’s beneath the girl, with lines of cozy undies, bralettes, and tanks. It’s a brand for kids ages 7 and up to tween/early teen.
There’s a lovely secret message inside printed inside each JstBU garment, for example, some of the bralettes say: “Slay the Day” and “Just Beautiful.” (The messages inside the attire are purposely placed close to your heart!)
With a background in fashion and marketing—and their desire to show their own daughters the importance of self-love and acceptance especially during formative years-- business-savvy moms.
There’s a lot of pressure on girls to fit in, look a certain way, and even act older than needed. Never forget: You can be comfortable, fabulous, stylish, and most of all—your unique self. "Every girl should be reminded of their inner beauty and strength every single day. That is why our bras and undies have printed messages inside just for her,” says Wendy and Pelin. “These simple reminders in our body-confident intimates are so our girls feel strong and confident throughout her day.”
This brand has exciting ideas for expansion as well. “We plan to expand our ‘Luxe Cotton Seamless Collection,’ which has been well-received and is unique to the tween market. We also plan to expand our styles into plus size and redefine ‘nude’ by offering our basics in a range of skin tones,” explain Wendy and Pelin.
For every online purchase on their website, JstBU donates one of their intimates to a girl in need through their partnership with The Undies Project, a nonprofit group dedicated to providing new, unused undergarments to low-income families. Plus, every month JstBU selects a ‘Girl of the Month’ and donates to help her cause.
Additionally, JstBUaims to inspire girls to be active citizens. “We recently introduced our JstBUBook Club, which will be hosted on our Instagram,inspiring a community for our followers aimed at encouraging girls to be well-read and participate in thoughtful discussions,” the founders say. “We also hope to grow our brand executive program and empower girls to be their own bosses and learn financial responsibility.”
Intimates range from $9-$32 and are available online at www.JstBU.com, amazon.com, and also various boutiques/stores around the country.
JstBU also launched a special bra in October for Breast Cancer Awareness thathas a special hidden message inside.Proceeds will go toward the Breast Cancer Association.