Lingerie Designed to Be Lived In
A Designer's Personal Philosophy (2000)
Araks Yeramyan didn't set out to disrupt the lingerie industry. A Parsons School of Design graduate of Armenian descent, she simply wanted to make the underwear she wished existed — pieces that were beautiful enough to stand on their own but comfortable enough to forget you were wearing them.
Founded in New York in 2000, Araks predated the DTC revolution by over a decade. The brand grew slowly, deliberately, through word-of-mouth and the quiet endorsement of women who discovered that Yeramyan's pieces were unlike anything else in their drawers.
The Color Palette
Araks became known for a signature approach to color that set it apart from virtually every other intimates brand. While the industry defaulted to black, white, and nude, Yeramyan drew from a painter's palette — introducing unexpected hues like persimmon, celadon, and dusty rose that changed seasonally but always felt distinctly Araks.
The color strategy was rooted in Yeramyan's belief that underwear should bring joy. A flash of unexpected color against skin was a private pleasure — a small act of self-expression visible only to the wearer. This philosophy resonated with women who saw their underwear choices as personal rather than performative.
Craftsmanship and Materials
Every Araks piece reflected an obsession with materials and construction. The brand sourced fabrics from Japan and Italy — organic cotton from Japanese mills, silk from Italian weavers — and manufactured in New York's Garment District and Peru. The construction quality was apparent in details invisible to casual observation: French seams, hand-finished edges, precisely calibrated elastic tension.
Swimwear Extension
Araks's expansion into swimwear felt inevitable. The same design principles — unexpected color, premium materials, architectural simplicity — translated naturally to swim. The swimwear line maintained the brand's commitment to pieces designed for real bodies engaged in real activities, not for poolside posing.