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︎  
︎  ABOUT


COLLECTIONS
︎ Beauty Myth

PROJECTS  

︎Body imperfections 



WTF is Prude?

Prude is an Amsterdam based initiative and underwear brand that seeks not to sexualize bodies. The idea of Prude was born from the need for body positivity and empowerment. Prude wants to question beauty conventions and generate more acceptance for one’s own body and stimulate self-confidence.

By creating comfortable underwear, without sexually objectifying the female body, we aim to rethink society’s proclaimed beauty standards. We’re fed up with the image of women being supposedly naturally prude — so by acting ‘..rude,’ our underwear is keen on breaking with taboos and misconceptions around the female body and sexuality.

Prude stands for high-quality underwear with a positive contribution to the environment.



OFFLINE SHOPS

The Maker Store
Hannie Dankbaarpassage 39
1053 RT Amsterdam


Hutspot //SOLD OUT//

Rozengracht 204-210
1016 NL Amsterdam









                 ︎ Prude, 2020
Mark