Dr. Reddy-Best first began noticing trans-friendly undergarments around 2010 and credits growth in the market to the transgender rights movement. “As social issues arise around bathrooms and legislation, transgender needs are being brought up and different ideas are circulating,” she said.
Dr. Reddy-Best cited a 2017 U.C.L.A. study of 1,600 California households in which 27 percent of adolescents deemed themselves “gender-nonconforming.” “This gives gender equality and the things needed to make that happen more widespread attention,” she said.
Cora Harrington, 34, the author of “In Intimate Detail: How to Choose, Wear, and Love Lingerie,” said that products to meet transgender needs have always existed. “What’s changed is that it’s now easier than ever to reach your target customer through social media and online shopping, and it’s easier to source and purchase the fabrics needed for these garments.”
Knixteen, a teen period-panty company, recently enlisted Jazz Jennings, 18, who stars on the TLC reality show “I Am Jazz,” to design “The Jazz Bra.” Ms. Jennings’s brassiere is purple, to represent her family’s Trans-Kids Purple Rainbow Foundation, and features scalloping inspired by mermaids, which Ms. Jennings said are popular with gender-nonconforming youth, as “mermaids have no genitalia and are basically genderless.”
In 2015, Thinx created a line of “boy shorts” for people who menstruate. “It’s one of our top performers,” said Siobhan Lonergan, 47, the chief brand officer; 8 percent of its 2018 sales, with Sawyer DeVuyst, a transgender model, featured in its campaign. “We realized that not all people who menstruate identify as female,” Ms. Lonergan said.
Mainstream lingerie companies have yet to incorporate transgender lingerie into their catalogs. In 2018, Ed Razek, the chief marketing officer of Victoria’s Secret, was outspoken about not wanting to put a transgender model in the brand’s annual fashion show, implying they were not part of “a fantasy.” It was a setback for Carmen Carrera, 33, a model who has been campaigning to be the first transgender Victoria’s Secret angel.