In a country where gender-affirming resources remain limited, Mel Laubscher’s company, Genderwear SA, has become a vital local brand offering safety, comfort and dignity to trans and gender-diverse South Africans.
Founded in 2018 by Cara Pearson, the brand was born from the urgent need for safe, accessible, and affordable gender-affirming apparel such as chest binders and tucking underwear.
Since taking over the business in June 2024, Mel has grown it into a community-driven venture offering more than just garments—it’s about visibility, compassion and connection.
A Brand with a Purpose
“Genderwear SA came into existence because there were so few options locally that were safe, affordable, and accessible,” Mel explains. “It’s about making sure LGBTQIA+ individuals have access to products that support their identities in a practical and meaningful way.”
Mel first discovered the brand in January 2024 while searching for a chest binder. When they learned it was about to close, they stepped in. “I couldn’t bear the thought of that gap being left unfilled. It felt like an opportunity to give back to the community.”
Chest binders are tight-fitting garments that help create a flatter, more androgynous or masculine chest appearance—often essential for trans, non-binary, and gender-diverse individuals seeking to align their physical appearance with their gender identity.
What Sets Genderwear SA Apart
More than a clothing brand, Genderwear SA creates spaces of affirmation. The brand offers in-person fittings by appointment in Cape Town, giving customers the chance to find the right product in a safe, supportive environment.
“As someone who also wears the products I make and sell, I bring a unique perspective,” Mel says. “It’s about affirmation and comfort in every sense of the word.”
A Personal Journey
For Mel, this work is deeply personal. “I identify as transmasculine non-binary and have been on hormone replacement therapy since November 2022,” they explain.
Growing up in an environment where gender exploration wasn’t possible, Mel’s journey to living authentically has been marked by struggle, resilience, and growth. “Coming out was complicated and painful. I spent a lot of time trying to be someone I wasn’t, just to be accepted. Transitioning gave me the confidence to start advocating for my own well-being.”
It’s this lived experience that shapes everything they do. “I know what it’s like to feel unseen or out of place in your own body,” they say. “That’s why the work I do at Genderwear SA is so personal. It’s about creating possibilities—making sure people feel held, respected, and seen in ways they might not have experienced before.”
Triumphs and Challenges
Running a small business comes with hurdles. “Capacity is one of the biggest challenges,” Mel notes. “It’s essentially just me managing everything—product development, customer service, packing orders, admin.”
Small-batch production keeps costs high, and sourcing materials that meet the needs of the trans community isn’t always easy. Still, the lessons are valuable. “Each mistake or delay has helped me build a clearer, more informed vision.”
One major milestone was the brand’s recent rebrand. “The new logo reflects inclusivity. The ‘G’ in ‘Genderwear’ represents the opening of a circle—a space of inclusion, not limitation.”
Meeting Needs with Innovation
To manage operations more efficiently, Mel uses tools like Netcash for payments and online orders. “It reduces back-and-forth communication and helps me stay organised. But I’m still hands-on with every order and message.”
Genderwear SA also remains committed to ethical production. “We’re working with local suppliers and small-scale manufacturers and gradually shifting to more sustainable designs.”
Community at the Heart
Community feedback is central. “I never want to develop products in isolation,” Mel says. “If something fails to meet expectations, that’s a signal to pivot and build better systems.”
The launch of items like Packing Boxers and TrueTape came directly from community input. “That feedback helped us refine fit and materials.”
Affordability is about more than pricing—it’s also about access. Genderwear SA’s sticker range helps fund an annual binder giveaway on Human Rights Day. Partnerships with groups like Be True 2 Me and Rainbow UCT also help provide items to students in need.
“We’re not yet where we want to be in terms of size inclusivity, but it’s something we’re working on,” Mel adds.
Mel’s focus now is refining the binder range, with plans to improve tucking underwear and expand options for trans-feminine customers. “I want to grow gradually, listening to what the community needs and making sure each step is solid.”
A Legacy of Affirmation
“I want Genderwear SA to represent affirmation, comfort, and visibility,” Mel says. “To remind queer, trans, and non-binary South Africans that they are seen and valued.”
In a world where affirmation often feels like a luxury, Genderwear SA offers a vital reminder: dignity should never be out of reach.
Visit www.genderwearsa.com to check out the range and shop online, or follow them on Instagram for the latest updates. This Pride Month (June 2025), enjoy 10–25% off site-wide on most of the products—no promo code needed! Just browse the shop to see discounted prices already applied.
