Seamless Underwear with a Social Mission
Sofia Vergara's Vision (2018)
EBY was co-founded in 2018 by Sofia Vergara — one of the highest-paid actresses in television — and Renata Black, a social entrepreneur. The partnership combined Vergara's star power and design instinct with Black's expertise in building businesses that generate social impact alongside profit.
The brand's name stood for "Empowered By You," and its mission was embedded in its business model: 10% of every sale was directed to the Seven Bar Foundation, which provided microfinance loans to women in developing countries. These loans enabled women to start businesses, fund education, and build financial independence.
The Seamless Solution
EBY's products centered on seamless construction — underwear and bralettes manufactured without traditional stitched seams, using heat-bonding and ultrasonic welding techniques that created smooth, invisible garments. The proprietary fabric was designed to move with the body, resist rolling, and maintain its shape through repeated washing.
The seamless approach solved a common complaint: traditional underwear seams created visible lines under fitted clothing and caused irritation through friction. EBY's construction eliminated both problems, creating what the brand called "second-skin" comfort.
The Subscription Model
EBY adopted a subscription model that delivered curated selections of underwear to members' doors at regular intervals. The model simplified the purchasing process, encouraged product discovery, and created predictable revenue — a combination that had proven effective across multiple DTC categories.
Celebrity-Driven Social Enterprise
EBY demonstrated that celebrity-founded brands could combine commercial viability with genuine social impact. By the time of its launch, the Seven Bar Foundation had already provided microfinance to thousands of women, and EBY's commercial success accelerated this impact significantly.