Meet Non Private, the Sydney-based intimates and loungewear label we’re coveting
IMAGE VIA @SHOPNONPRIVATE/INSTAGRAM
WORDS BY DAISY HENRY
“My naivety was a blessing in disguise, to be honest.”
Ji was her very own first customer. After struggling throughout her twenties to find underwear that was both comfortable and flattering, she decided to create her own intimates and loungewear label. After spending almost a year researching, watching YouTube tutorials and attending sewing classes after work, Non Private was born.
Although Ji didn’t have a background in fashion design, she says that her nativity was a “blessing in disguise”. If she’d known the intricacies of fashion and PR, she might’ve been too intimidated to start a brand. “In Korea, we often say that you can become brave when you’re naive.”
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Through her label and newly launched journal series, A Room of One’s Own, Ji is determined to foster a space where people can “engage, feel seen and heard, and share insightful stories and experiences about womanhood.”
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Tell us about you. What’s your fashion background?
My name is Ji, originally from Seoul, now based in Sydney, where I moved about three years ago. Both cities have deeply influenced me, fueling my imagination and creativity. In November 2021, I decided to pursue my dream and launched Non Private.
Photography and videography have always been my passions. I often shoot content for the brand myself, collaborating with friends and it never feels like work – it’s my favourite part of what I do. As a solo operator of the brand, my creativity is deeply personal and reflects my inner world and perspectives.
Travelling and connecting with creative people is vital to me, but so is solitude. As an introvert, I find inspiration in moments alone, where I can truly reflect and absorb the world around me.
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How did the label get started? Talk us through the process and the challenges.
First and foremost, I was my own first customer. Throughout my twenties, I struggled to find underwear that was both comfortable and flattering. Despite trying countless domestic and international brands, I couldn’t find undies that were both non-itchy and made me feel good about myself. This personal frustration inspired me to make my own underwear.
I found it ironic that so few underwear brands focused on sustainable or skin-friendly fabrics, despite underwear being the closest layer to our skin. That realisation motivated me to learn about clothing design. I started by watching YouTube tutorials, attending sewing classes after work and seeking advice from friends in the fashion industry. That’s how Non Private began. It took nearly a year of research and development to create the prototype.
I believe in researching widely, testing quickly and iterating repeatedly until I find the best result. I make it a point to wear and test samples in my daily life, often over days or even months. Another crucial aspect of the design process is partnering with the right manufacturer. We produce all of our products in Korea, working closely with local factories that specialise in women’s underwear. Regular yearly visits to the factory are non-negotiable for me, as it’s important to understand the technical details of production.
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One of the biggest challenges of running a brand on your own is self-doubt. I’ve learnt that trusting the process and listening to my instincts are essential. If you stay consistent and do good work, everything eventually falls into place. Along the way, I’ve also learned to embrace imperfections. There’s a certain beauty in imperfection and in allowing yourself to let go of perfectionism.
How would you describe your label to someone who’s never seen it before?
Non Private is a contemporary intimates and loungewear brand that embodies comfort, softness, and sustainability for the modern woman. I wanted to create a space where underwear isn’t just a private garment but connects us through various media and aspects of fashion, lifestyle, and culture. That’s why I named it Non Private – it symbolises openness, accessibility, and connection.
Our brand reflects the essence of comfort and style. When you think of Non Private, I want you to envision pieces that seamlessly blend into both home and outdoor settings. Personally, I enjoy wearing clothing that allows for free movement while still looking stylish. I wanted to create a brand that embodies this philosophy, offering pieces I would love to wear every day.
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How has your brand evolved and what are you trying to achieve now?
What has always driven me is the desire to create products with longevity. We carefully choose fabrics that are good for both the skin and the planet. While we are often asked to expand our designs or increase production, we remain committed to a simple and mindful process, moving slowly and consciously.
We prioritise local producers and suppliers to reduce our carbon footprint, collaborating with small, independent factories in Korea for production. Aside from the long-term goal, I’m currently focused on developing a new journal project called A Room of One’s Own, where various aspects of life and womanhood can be explored. I want to foster a space where people can engage, feel seen and heard, and share insightful stories and experiences about womanhood.
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What are you most proud of?
I genuinely enjoy doing pop-ups, where I can meet customers in person and engage in authentic interactions. At a recent pop-up in Seoul, I realised that many of us don’t acknowledge the complexities of womanhood. This realisation compelled me to highlight these experiences and I felt a strong sense of responsibility knowing that the brand can positively influence someone’s daily life.
What do you wish you knew when you started?
That’s a tough one. I don’t really have any regrets. In fact, I’m glad I didn’t know much about fashion when I started! My naivety was a blessing in disguise, to be honest. In Korea, we often say that you can become brave when you’re naive.
If I had known all the intricacies of fashion, PR, and the darker sides of the industry, I might’ve been too intimidated to even consider starting a brand. But I’m glad I wasn’t aware, as it allowed me to create my own way of doing things and learn every day. I’m happy to carve out my own path and learn through the process.
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Dream Australian collaborators?
I would love to collaborate with Bella Thomas. I see her as an artist beyond just a model. She is incredibly creative. I admire how she captures the essence of life while being mindful of humanity and nature, all while romanticising simplicity. I also love Claudia Smith‘s work. I appreciate how her creations primarily feature monochrome tones and focus on the details and shapes of objects and the female body.
What about the Australian fashion industry needs to change?
When I arrived in Australia three years ago, I found it challenging to meet new people and engage in the scene as a foreigner. I often discuss this topic with other creative friends who are also from abroad. I wish there were more open doors and spaces to welcome foreigners into the community, so we could see more inclusivity and variety.
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Who is in your wardrobe right now?
I’ve been admiring the styles of ’90s Prada, Ralph Lauren, and J.Crew. I love the simplicity of their designs, patterns and sensual yet clean silhouettes. My wardrobe primarily consists of monotone pieces – mostly black, grey, brown, and beige. I find that monochromatic colours suit me well and empower me to focus on other aspects of my outfit.
How can we buy one of your pieces?
You can purchase our pieces directly from our website, or you can find us in stores across Australia, the USA, Japan and Korea.
To see more of Non Private’s collection, head here.
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