EXCLUSIVE: Sofía Vergara Launches EBY Underwear to Empower Women


Sofía Vergara is recognized for being one of the most alluring actresses in Hollywood, but she’s also known for being a savvy entrepreneur too.

The Modern Family star has clothing lines, three fragrances, furniture with Rooms to Go, a SharkNinja coffeemaker and a lucrative CoverGirl contract in her portfolio. And she’s constantly adding new opportunities. Yesterday, in one of NoMo Soho’s swank penthouses with a jaw-dropping view of New York City, she launched her latest venture, EBY, a subscription-based underwear box, with business partner and fellow Colombiana Renata M. Black

Although Fashion Week has ended, Vergara served casual chic in a white lace top, distressed jeans and chunky black heels and Black continued the slayage in a white sheer top, black lucite skirt and matching lucite open-toe booties.

For Vergara and Black, the subscription model is all about curated convenience. “No one wants to leave their house now. I buy everything online,” Vergara says about the point, click, buy movement. “It’s great to get your ‘gift’ every month, and it feels like a gift, even though you are paying for it. But it is a gift to other women because you are buying these amazing, beautiful, comfortable underwear and you are also empowering someone else in the world.”

The key difference between a makeup or recipe subscription box and Vergara and Black’s service is that 10 percent of the net proceeds go to Black’s Seven Bar Foundation, which supports women’s business ventures via microfinance loans.

For many femtrepreneurs, these loans are a much-needed “first break,” and the advances range from $80 in India for an essential fish stand to $2,600 in the U.S. for a cool Etsy start-up. And as each woman becomes self-sufficient, her loan is paid and passed to another woman—maybe a yoga studio owner in Santa Barbara and the sustainable process continues. The co-founders know that one of the keys to breaking the cycle of poverty is to create a multiplier effect.

As Black says, “Women end up being the best investment and that’s statistically proven. That resonates with us because when you empower women, you empower an entire community. It’s teaching her how to fish, instead of giving her the fish… We have the best in class in seamless underwear, and we wanted to have product and purpose delivered to your door.”

That product, described as a second skin, is a seamless panty with special technology that prevents the two things women hate most (aside from a bad fit) in lingerie—“riding and sliding.” Styles include thong, cheeky, brief, G-string and bikini and sizes range from XS to 4X. And there’s no funny business with the prices, like charging extra for a 2X vs. a medium. All booties, big and small, enjoy the same panty price. Monthly boxes offer one pair (for $15), and quarterly subs have three pairs of undies (for $48).

And while the color scheme focuses on black, white, grey, nude, October’s box features an orchid print dedicated to Vergara and Black’s country, with proceeds going to help women in Colombia.

“I knew how important it was when I was a single mother—because I divorced when I was young—to have my own money to help my son. To give him a good university and healthcare, I needed money. With all the love that I had, I couldn’t buy him certain things,” adjusting an underwear mannequin rocking the orchid under garment. “Business and money give you that power and it doesn’t have to be millions of dollars of dollars. It has to be an amount that makes a difference for you.”

To get your panties and join the movement, sign up at www.join-eby.com.

Watch this Rebel With A Cause: Colombia trailer featuring three women who each benefited from a $70 microfinance loan.


Rebel with a Cause: Colombia | EBY from EBY on Vimeo.