Farewell, Moot

Moot was a designer who wanted lingerie options for everyone, regardless of their gender identity or their anatomy. I love lingerie and I always look for new places to shop, especially for people like ourselves.

I was very much taken off guard when they announced last week they were wrapping up their business. I’ve been writing about Moot and wearing their items in photo shoots for years. I’m really sad about this news. I got to know the Moot team over time and they were always sincere, enthusiastic, and supportive. Lovely people all around.

This is the second lingerie designer for gender nonconforming people that has closed in less than a year. Last June HommeMystere also announced their closing.

I think any small business would be a challenge to run, and I think a business aimed at a very niche, but very dedicated community, doesn’t make it any easier. A business like Moot is very much a passion project.

One of the challenges, according to Moot, was staying visible on social media, such as Instagram. With such an intimate product it’s not difficult to be flagged as pornography by an algorithm. I don’t like going down the paranoia rabbit hole but I do wonder if companies like Victoria’s Secret run into issues like this. I wonder if the demographic that Moot targets has something to do with their social media issues.

I’ll always have the beautiful lingerie from Moot in my dresser, but I am sad knowing that I can’t add more of their gorgeous, hand-made panties to my wardrobe.

Love, Hannah