You won’t see fashions by Kerry O’Brien ’93 on a runway in Paris. In fact, you aren’t supposed to see them at all. Her six-year-old company is aiming to reinvent the world of women’s undergarments.
The alumna didn’t set out to pioneer a line of mention-worthy unmentionables. After earning her BS in Business Communication, she fixed her sights on corporate public relations and accepted a position at Edelman Communications in New York City. By age 25, she had earned the title of vice president.
“When I graduated from Bentley, I felt completely prepared to start my career,” says the native of Burlington, Vt. “I didn’t just hit the ground running, but sprinting.”
Then came September 11, 2001.
The terrorist attacks on the United States prompted O’Brien, like many Americans, to re-examine personal and professional goals.
“September 11 was a wake-up call to start the next phase in my life,” says O’Brien, at the time a senior vice president at global public relations firm Weber Shandwick. “But I wasn’t sure right away what that next step would be.”
A Perfect Fit
One thing O’Brien did know was women’s clothing — in fact, her friends often sought her suggestions on the best garments to wear underneath their outfits. The experience inspired her next venture: writing a book for women filled with advice and practical tips on choosing underwear.
Six months into the project, O’Brien had a eureka moment. “I suddenly asked myself, ‘Why am I writing about this?’” she explains. “I should be doing this.’”
A company – her look enterprises – was born.
For her first fashion foray, O’Brien focused on a single item rather than an entire line. That product was “takeouts,” bra inserts made of silicone with creative packaging that mimics a restaurant to-go container.
“It’s hard to bring new products to the market,” she says. “Everything took longer than I thought it would.”
Big Break
O’Brien’s big break came was about a year in coming: Upscale retailer Henri Bendel signed on as her first client. Since then, the company has expanded to include the “commando” underwear line, camisoles, and other accessories; hosiery and slips are recent additions to the collection.
But witty product names and clever packaging can go only so far. O’Brien’s company is known as the pioneer of “raw cut” underwear, which has no elastic or trim. The result is greater comfort and a smoother fit. All of the products are manufactured in the United States — a rarity in the industry.
Today, O’Brien’s wares are available in more than 1,200 boutiques and stores worldwide, including high-end retailers such as Saks Fifth Avenue, Bergdorf Goodman, Neiman Marcus and Nordstrom. The products have been featured on TV (The Big Idea: Donny Deutsch, The View, The Today Show) and in magazines (InStyle, Elle and Lucky, to name a few). Moreover, the business has become a family affair. O’Brien’s husband, Edward Biggins, left investment banking to join the team, which includes 14 full-time employees.
More innovative offerings are sure to come. “I’m constantly coming up with new ideas,” O’Brien says. “The process of going from a concept to an actual product is so rewarding.”
Check out the company’s wares at www.herlook.com.