Commando Founder Kerry O’Brien Marks 20 Years of Comfort, Confidence, and Community-Building
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Kerry O’Brien, the founder of Commando, reflects on two decades of creating a brand that prioritises comfort, confidence, and community. The journey began with O’Brien’s personal quest for comfortable underwear that eliminated panty lines. What started as a small experiment has transformed into a global sensation embraced by celebrities, stylists, and everyday women.
O’Brien’s summer tradition at her Vermont lake house involves hosting a tomato “style-out” where friends and family sample and vote on various heirloom tomato varieties. The concept of selecting the best and discarding the weakest flavours mirrors her approach to building Commando. The brand has evolved from producing invisible underwear to establishing a prominent presence in the ready-to-wear fashion industry with a wide range of products.
Unexpected Beginnings
Launching a lingerie brand was not initially part of O’Brien’s plan. After working in high-stress public relations in New York City, the events of September 11, 2001, prompted her to seek a new direction in life. Returning to Vermont, O’Brien embarked on a journey that eventually led to the creation of Commando. Her venture started with addressing a common issue among her friends – uncomfortable and unflattering underwear.
Challenging Conventional Design
O’Brien’s unique approach to underwear design involved questioning traditional elastic-based fabrics. Her lack of formal fashion training did not hinder her vision; instead, personal experience and a keen understanding of the market propelled her forward. The search for the perfect fabric led to Commando’s patented microfiber, known for its comfort, breathability, and elastic-free construction.
Expanding Horizons
Commando’s success in the fashion industry was marked by innovative fabrics and a commitment to comfort and style. The brand’s foray into suiting, loungewear, bodysuits, and leggings further cemented its position in the market. O’Brien’s bold choice of the name “Commando” reflected her provocative approach to challenging industry norms and perceptions.
Building Lasting Relationships
Despite being based outside traditional fashion hubs, O’Brien cultivated strong partnerships that propelled Commando to new heights. Collaborating with local manufacturers and retailers, she gained visibility and recognition within the industry. The brand’s breakthrough moment came when Commando’s raw-cut thongs were selected by a buyer at Bergdorf Goodman, leading to widespread acclaim and popularity among stylists and celebrities.
Iconic Moments and Hollywood Influence
Commando’s impact on the fashion world was exemplified by its presence in Hollywood’s sheer dressing trend. Iconic moments, such as Rihanna’s CFDA Awards appearance and Serena Williams’ Vanity Fair cover, showcased the brand’s fusion of comfort and power. O’Brien’s ability to blend comfort, confidence, and style resonated with a diverse range of customers, ensuring Commando’s relevance in an ever-evolving industry.
A Vision for the Future
As Commando celebrates its 20th anniversary, O’Brien remains focused on innovation and customer satisfaction. The brand’s expansion into menswear and new technical categories demonstrates its commitment to fabric and fit. By prioritising quality over quantity, O’Brien aims to refine and enhance Commando’s offerings, ensuring that each piece embodies the brand’s ethos of comfort and style.
In conclusion, Kerry O’Brien’s journey with Commando reflects a steadfast dedication to redefining comfort and confidence in the fashion world. As she looks towards the future, her unwavering commitment to innovation and customer satisfaction continues to drive Commando’s success and influence in the industry.