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In this episode of the DTC Podcast, we speak with Marnie Rabinovitch, founder of Thigh Society, the size-inclusive brand known for anti-chafe slip shorts. Marnie shares the origin story behind the product: a personal, frustrating experience with thigh chafe that sparked her to create something that simply didn’t exist—lightweight, breathable long-leg underwear that isn’t shapewear.
She bootstrapped the brand with $8K in savings, grew it slowly while working full-time, and only went all-in when the opportunity was undeniable. Thigh Society has since sold over 2 million pairs, thanks to Meta ads, creator content, and a product that customers evangelize.
Highlights:
- Product-market fit came from real lived pain
- Paid Meta ads drove both growth and PR
- Founder content outperforms typical brand campaigns
- Lean team; fully remote, fully freelance
- Resisted wholesale early to focus on simplicity and DTC margins
- SEO and content strategy born from the words customers actually use
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Timestamps:
00:00 The origin of Thigh Society
03:00 Solving a real pain point with long-leg underwear
08:00 Bootstrapping with $8K and building a prototype
12:00 Growing to $500K with no paid ads
18:00 Use cases beyond chafing: sweat, comfort, modesty
22:00 Meta ads and why founder content works
29:00 Why Thigh Society stayed DTC
34:00 Paid social leads to organic PR
36:00 Direct response ads over brand-building
38:00 How SEO and organic language drive rankings
Hashtags:
#DTC
#ThighSociety
#FounderStory
#EcommercePodcast
#DirectToConsumer
#MetaAds
#BootstrappedBusiness
#ProductMarketFit
#AntiChafe
#ChubRubSolution
#WomenInBusiness
#ComfortWear
#StartupJourney
#ShopifyBrand
#CustomerRetention
#OrganicGrowth
#UnderwearForWomen
#CreatorContent
#SEOForEcommerce
#AuthenticMarketing
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