Customer story: meet Susie Taaffe from Skanties

Since 2006, the number of women owning a small business has increased three times faster than the number of men. Almost 550,000 women own a small business in Australia – that’s almost 550,000 women who’ve taken a leap and said yes*. The decision to launch, own and run a small business takes optimism, confidence and energy.

This International Women’s Day, Optus Business is celebrating the Australian women who’ve taken that leap and decided to have a go – with great success.

Meet one of our amazing customers - Susie Taafe from Skanties.

What’s your business called and what does it do?

My business is called Skanties Anti-Shapewear, leading the charge in the shapewear revolution, but not in the way you might think. Our mission? To liberate women from the squeeze and cinch of traditional shapewear. Skanties is all about anti-shapewear that prioritizes comfort, breathability, and the natural beauty of every body shape. Our range of undergarments are crafted to empower women to love their bodies and embrace everyday comfort with confidence.

When did you start it, and how long did it take you to make the decision to launch?

My Skanties journey began after an unexpected divorce in 2015. I was at a crossroads in life, and I knew I had an opportunity to create a life that I loved. Although my experience in engineering could pay the bills, I rolled the dice and made the decision to pursue a career I felt passionate about. I had already been wearing the Skanties prototype for my own benefit and it was only after talking with other women that I identified they had commercial viability. The path from concept to launch was a fusion of engineering precision, entrepreneurial passion, and a bold vision. Deciding to launch Skanties was like answering a call to arms—a call for underwear that champions rather than changes the natural form. We launched under the brand name Missy Massy with our product Pettipants Underwear and have now rebranded to Skanties Anti-Shapewear as the brand has evolved.

What is Anti-Shapewear you might ask? As opposed to Shapewear that compresses and constricts your body, Our Skanties Anti-Shapewear use advanced engineering principles to provide a smooth silhouette without any compression. The soft silky nylon smooths like a second skin and feels like you are barely wearing anything – designed to allow legs to glide silkily past each other – thigh chafing is a thing of the past. We have incorporated a wide waistband to make sure there is not a muffin top in sight plus an extra-large cotton underwear panel, essential for feminine breathability and hygiene. Lastly the structural design ensures there is absolutely no rolling up or down. All of these benefits of Skanties Anti-Shapewear allow the negative self-talk switch to be ‘flicked off’ so you can get on with being a fabulous and amazing woman! Our Skanties Tagline is “Look Fabulous, Feel Amazing, Be Unapologetically You!" It's like the trifecta of empowerment: embracing your natural beauty, rocking your unique style with confidence, and feeling incredible while doing it.

Has your gender played a role in your business journey, if any? If so, how?

Certainly! As a woman, my experience has deeply influenced Skanties' mission. This venture is more than creating anti-shapewear; it's about challenging and changing the narrative around women's bodies, promoting a culture of acceptance and celebration over alteration. My gender has not only shaped my perspective but has also fuelled my dedication to creating a space where every woman can feel supported and celebrated.

What’s the hardest part of being a business owner?

The most challenging aspect? It's like being a circus performer, juggling flaming torches while balancing on a tightrope. Only in my world, the torches are Skanties, and the tightrope is the daily dance of being a single mum to three incredible but energy-packed kids. Balancing the demands of nurturing a business that's determined to revolutionize the shapewear industry with the responsibilities of motherhood is a feat that requires not just skill but a whole lot of heart and humour. Every day is a lesson in prioritizing, multitasking, and forgiving oneself for the occasional slip. It's a journey filled with love, chaos, and the relentless pursuit of a dream, all while making sure homework is done, dinner is on the table, and Skanties continues to empower women one pair at a time.

The best part?

Hearing the stories of women who have found joy, comfort, and a sense of freedom with Skanties is unparalleled. We have had the most beautiful, heart-warming feedback from so many different women in the Ostomate community, IVF and gynaecological surgeries including hysterectomies and D&C’s, hormonal challenges & puberty, pregnancy and post-natal. There's an incredible satisfaction in knowing we're creating a product that can support these women in such vulnerable times as well as supporting women every day in feeling amazing about themselves and their bodies. Plus, infusing humour and light-heartedness into the conversation about body image is an absolute blast.

What’s surprised you along the way?

The strength and warmth of the community that has formed around Skanties have been astonishing. This collective of women sharing their experiences, triumphs, and even their struggles with their bodies has been a powerful reminder of why we started this journey. It's a beautiful surprise to see how a shared vision of comfort, confidence and self-acceptance can bring people together.

Where to next?

The future is ripe with possibilities for Skanties. We're set on expanding our offerings by exploring innovative new designs to help women feel amazing, and continuing to build a community where women feel seen, heard, and valued. As we move forward, our focus remains on breaking barriers and redefining the shapewear industry, one pair of Skanties at a time, fostering an environment where comfort leads and confidence follows.

Read more about our amazing customers here

• Dervla Loughnane, Founder Of Virtual Psychologist
• Emily Swift, Printhie Wines
• Kimberley Smith, Founder of Empowered Motherhood Program
• Kate Greenwood, Founder of Greenwood Designs

Source Small Business Matters_June 2023_1.pdf (asbfeo.gov.au)

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