Alexandra Fuente just wanted to be comfortable. She was tired of the wedgies, panty lines, plastic and wires, and other discomforts of panties, thongs, bras, and often sexualized women’s underwear.
Boxer briefs fit better, but they were designed for men.
So she founded Miami-based Woxer in 2019, featuring boxers and bralettes focused on comfort, inclusivity, and style.
The 32-year-old entrepreneur is certainly comfortable now, as Woxer became a dazzling success with sales of $500,000 in its first year and almost $5 million in 2020. This year, annual sales are on track to surpass the 8-figure mark with a staff of 26 team members and growing. Fuente’s goal in five years is to surpass $120 million in sales and be the most recognized comfort-wear company in the world.
Styles include the Baller, the Biker, the Boss and more. Woxer tops and bottoms have been featured in social media posts by more than 20 WNBA players and celebrities such as two-time GRAMMY® Award-nominated multi-platinum musical artist Kehlani, helping fuel global brand awareness and booming sales.
But it is much more than just business for Fuente, who grew up in Kendall and graduated with a degree in finance from Florida International University.
She wants her customers feel confident, empowered, and unstoppable.
“Woxer underwear was created because everyone deserves to be comfortable,” Fuente says. “We believe underwear is more than just a hidden piece of clothing; underwear reveals your personality, creativity, and attitude.”
She says inclusivity is a big part of the company’s success. “People that identify as girls, women, non-binary, and trans feel most comfortable purchasing and wearing Woxers. Our brand has made such a positive impact and gives customers a real sense of belonging.”
Sustainability is another important component of Woxer products. While the $250 billion undergarment industry is under scrutiny for its environmental impact due to petroleum-based materials and excessive dyes, 90 percent of Woxer fabric is biodegradable. The fibers are harvested from beech trees that do not require clearing of land or heavy watering like cotton.
Fuente says her personal and business core values are honesty, loyalty, and kindness, and are shared by close-knit leadership team: her girlfriend, Stephanie, who is the company’s “creative and social media genius,” and her sister, Ximena, who is in charge of operations.
Fuente’s first entrepreneurial experience also was a family affair. When her father and her joined forces and made a multi-million-dollar success of their “as seen on TV” D2C business.
Today, Fuente has joined a diverse community of South Florida business builders, especially as a member of Entrepreneurs’ Organization South Florida (EO SOFLO).
EO SOFLO is one of the world’s largest EO chapters, with about 250 members who run businesses with 10,000 employees and more than $2 billion in annual revenue in Miami-Dade, Broward, and Palm Beach counties.
She says she has received invaluable advice from fellow entrepreneurs, from start-up sensations to established business leaders. Particular expertise and insight came from EO colleague and underwear entrepreneur Joel Gandara, who owns a broad line of men’s underwear and apparel brands, as well as an entrepreneur and executive coaching company.
“Joel has a deep knowledge of this industry and what it takes to find success in and out business,” Fuente says. “His willingness to openly share, mentor and support is amazing, but also typical of the EO experience. This chapter has so many fantastic business leaders.”
Lil Roberts, serial entrepreneur and founder of fast-growing Xendoo, is the 2022 incoming EO SOFLO president. She urged Fuente to join the organization earlier this year and is very glad she did. “Alex is a brilliant, rising entrepreneur,” said Roberts, who’s not just a fellow EO member, but a contented Woxer customer.
For more information on Woxer, go to www.woxer.com.
For details on EO SOFLO membership, visit www.eosoflo.com.
