Setting out to disrupt an industry rooted in old school traditions and views, LIVELY was created to give women an experience that was modern, authentic and focused on what being sexy is today. Before LIVELY was even a name it set out to evoke a light carefree feeling rarely seen in the lingerie space. LIVELY would be a mindset not just a brand. Inspired by the ease of athleisure and the beauty of swim a new category was born, Leisuree.
Starting out with 12 effortlessly stylish pieces, most of which were no-wire, that would carry a woman throughout her day. LIVELY launched in 2016 and immediately built a community of women invested in this modern vision. LIVELY grew to include Swim, Active and Lounge and was acquired by Wacoal America in 2019.