The Evolution of Underwear Through a Photographer's Eye: How Grant Legan's CREO is Constructing New Narratives in Underwear Design
LOUNGEWEAR
lines between classic and comfort blur, and sensuality becomes a language everyone understands.
4 MINS READ TIME
Words By STEF WALLY
Photography by GRANT LEGAN
In the humming metropolis of New York City, where fashion is both heritage and prophecy, Grant Legan is sculpting an intimate revolution—one where classic meets comfort, and sensuality is a shared language. As he recounts it, Grant's journey was less of a straight runway and more of a mosaic path that now leads to the birth of CREO, his venture in the world of contemporary underwear.
“I grew up with the Midwest’s open skies and honest horizons,” Grant begins, carrying the nostalgia of a creative soul shaped by diverse experiences. “But it was in the electric pulse of LA and NYC, amidst the gloss and grit of fashion, where I found a different kind of open expanse—the canvas of photography.”
Through his lens, Grant has captured not just images but the essence of an era. His portfolio reads like a who's who of the industry—American Express, Abercrombie, Michael Kors, the list unfolds with the ease of a red carpet. Yet, in the midst of the high-profile shoots, there was a discordant note—the dissonance of unsatisfying underwear styles. “I’ve seen it all, from the pedestrian to the posh. And let’s say not everything was, well, camera-ready.”
It’s with a chuckle that Grant reminisces about his epiphany. “I remember this one shoot, a high-profile face—I won’t name names—but let’s just say their underwear did them no favors. That’s when it clicked. Why not design something that didn’t just look good in a shot but felt right in real life?”
Grant's aesthetic, which he describes as "sensual," is imprinted in the DNA of CREO—a brand inspired by the enduring attraction of the '90s minimalism and the depth of fine art. “My work leans sensual; it always has,” he says. “And CREO? It’s about creating a world where sensuality is a form of empowerment, a celebration of the body through the power of visuals.”
The inception of CREO was more evolution than moment. Grant's background in photographing the human form, the tactile allure of fabric, and the storytelling capability of materials informed his perspective on design. “I think touch is underestimated,” he confesses. “I wanted to create something that felt as good as it looked, material that felt like a second skin and cuts that flattered every curve and angle.”
Grant’s personal icons, like the legends Herb Ritts and Helmut Newton, imparted a philosophy of timelessness—a guiding lantern for CREO’s design ethos. “Those ads from the '90s, man, they’re still iconic. There’s a power in that kind of simplicity, a beauty in the understated,” he reflects. “That’s CREO. It’s about slowing down in this fast-paced digital age and appreciating the art of things.”
The road to CREO’s launch was strewn with milestones and speed bumps. “Conception to birth took about 2.5 years,” Grant shares. “But the moment we pivoted to Mexico for manufacturing, this kinetic energy just surged through the brand.”
In Mexico, the CREO narrative found a new chapter that was deeply personal to Grant’s heritage. “It’s like finding a part of myself in every piece we create,” he says, “And in those factories and with the people there, I found a heartbeat to the brand—a rhythm that pulsed with excitement despite the challenges.”
Failure, as Grant puts it, became an unexpected muse. “I laugh about it now, but failure is a fantastic, albeit harsh, teacher. It’s about trying, falling, learning, and adapting,” he asserts. “Creating CREO was a process of relentless iteration. The perfectionist in me wouldn’t have it any other way.”
Inclusivity in CREO is as much a conviction as it is a statement. “Sexiness doesn’t discriminate, so why should we?” Grant questions rhetorically. He speaks of an upcoming video featuring non-binary individuals, his voice infused with enthusiasm. “It’s a celebration of beauty in all its forms. We're moving beyond the binaries because, at its core, CREO is about art, love, and the universal connection to beauty.”
The upcoming CREO launch is a constellation of anticipation. Grant promises a digital-first experience, “wearcreo.com will be the place to discover what we’ve poured our hearts into,” he says. “And social platforms will be our galleries, where people can connect with the art of CREO.”
His closing thoughts are a tender reflection of his passion and hope for CREO. “It's more than underwear; it's an invitation to find beauty every day, feel empowered, and embrace the artist within. That’s the world I envision with CREO—a collective canvas where everyone is welcome to contribute their stroke of beauty.”
Grant Legan, the photographer-turned-designer, maybe at the cusp of redefining not just a garment but how we relate to intimacy and self-expression. With CREO, he’s threading the needle through the fabric of fashion, one intimate stitch at a time.
