Grant Legan's CREO: A Sensual Journey from Photography to Fashion

We delve into the creative journey of Grant Legan, a photographer-turned-entrepreneur, who has ventured into the world of fashion with the launch of his own underwear brand, CREO. Discover the inspiration behind this transition, the brand's mission and values, and the influence of photography on its design aesthetics. Additionally, explore the significance of inclusivity and body positivity in CREO's messaging, what sets the brand apart in a competitive market, and the dreams and challenges faced by this visionary entrepreneur.

Can you tell us about your journey from being a photographer to launching your own underwear brand, CREO? What inspired this transition?

A few years ago I created a coffee table book, and in working on that personal project I was able to identify where my passions in art lie. A lot of inspiration comes through sensual and emotionally evocative imagery. I wanted to create a world where I could develop this visual environment even more, a brand was born. I have been blessed to be surrounded by so many talented and supportive individuals, who helped guide me through this path. I have longed for the perfect pair of briefs, I have purchased many on the market and none were quite right.  My work has long leaned into the sensual and the vulnerable and I had a hard time finding that perfect style of underwear that I not only enjoyed wearing but also took pleasure in photographing. For me underwear is about the person wearing it, not about the brand you are purchasing from. So I created a classic style with material that felt good against skin. Working with friends and clients who have their own brands over the years while helping them develop or evolve their visual voices from early stages, I knew I had the tools to create something myself, to develop my own brand and the world in which it lives. 

What is the mission/value behind CREO? Does CREO emphasize sustainability and ethical production? How do you incorporate these values into your brand, and why do you believe they are important in the fashion industry?

CREO is the latin translation for ‘create’. For me, the foundation of the brand is art and thought; I believe our products should be both functional and sexy. The visuals will largely be cinematic with an emphasis on fine art. Art is a thoughtful process, very unique to every individual and it is my hope to evoke that depth within this brand.

 I believe sustainability should be the baseline today. We not only do our best to find factories producing materials in an eco friendly way, but our staple pieces are primarily micro modal which is a plant based material—derived from plants and using systems that recycle water to avoid massive amounts of waste. We utilize biodegradable and eco friendly packaging to minimize the waste that comes with DTC. We produce lower runs, so when things run out we replenish in smaller quantities. We are focused on our planet and minimizing waste at every step of production.

Model Antonio Acosta

Photography and fashion often intersect. How has your experience as a photographer influenced the design and aesthetics of CREO's underwear?

As a photographer, I relate most to imagery that feels timeless and vulnerable. Clothing in most of those images is simple, clean and feels relatable at any time through history. Creating something simple and minimal but nonetheless well crafted was important.  My background is in design, so font/typeface has always been important to me. I am also quite a perfectionist as anyone who knows me can tell you, so every detail was under intense scrutiny in order to create the best product. I was frustrated by existing underwear brands, which are often overly branded, have busy patterns or use materials that are stiff. So I created a style ideal for me to wear and photograph. I dedicated a lot of time to finding the right material that felt good and looked great.

The campaign photos for CREO exude a distinct editorial vibe, reminiscent of your work as a photographer. How do you ensure that this aesthetic seamlessly integrates with your brand's identity, and what do you hope to convey to your audience through these images?

Thank you — The foundation of this brand lies in Art. Commercial brands definitely focus on smiles to sell products and are more money-minded.  For me, this brand isn’t centered on the money aspect, it’s about building up the artist, making the visuals become a part of the statement. Creating visuals that live longer than the seconds they are seen online. I want to continue to create visuals and films you will see in a gallery, and align with other artists who are looking for the same. Art is thoughtful and deep, and I believe CREO and everything we do within the brand exists that way too. 

Thoughts on the importance of inclusivity and body positivity in your brand's messaging?

The CREO ethos is, “ex amore vita - from love comes life.”  By loving yourself, and your body — this inspires others to love you the same. I often blur the lines of gender, I admire a man who showcases emotion and leads a life of softness and elegance. I look up to a woman identifying as tough and strong. Love and emotion are genderless, that to me is beautiful.  I have had a lot of conversations around different bodies and what style of intimates feel right, discovering it is vastly different for everyone. Our launch begins with the classic brief in sizes S-XL, our materials have a lot of stretch to fit many shapes, and as we grow we plan to increase our size and style range.  

We have a short art film launching in October that shares the beauty of the blurred lines of gender. They are the main characters, see them come together through the dance of sensuality to showcase the feeling that sexy has no gender.  Creating a space to embody what it means to feel sexy and in touch with yourself.

Models Brandon Quattrone, Shane Clark, Grant Tudor, Joe Boozer, Rod Ghaem

What sets CREO apart from other underwear brands on the market? What unique features or qualities make CREO stand out to consumers?

I wanted to focus on the sensual experience of underwear. Not only in the connection and vulnerability one may experience with a partner or lover, but also with yourself. I wanted a flattering silhouette with material that felt sensual against your skin. I created a brand without heavy branding to really allow for your body to take center stage. With the additional stretch and elasticity, the wearer is able to pull them more high-waisted for more body shape, or keep them low for a boxier build. 

What’s the dream with CREO?

To continue to foster community as I have long been involved in communities of artists, such as; photographers, designers, fine artists, graphic designers, and performers, etc. My dream is to continue to create space for a community that is for all of us, creating alongside other talented individuals has long been a favorite way of working, building up and inspiring one another, blending creative minds, and living in a world surrounded by beautiful things.

Model Carlo Negretet

As an entrepreneur, what challenges did you face when starting CREO, and how did you overcome them? What advice would you give to aspiring fashion entrepreneurs looking to start their own brands?

The greatest challenges I faced were mostly my limited knowledge of building something from scratch. I knew what I wanted but didn’t know how to get it. Really leaning on my community of those who had expertise I did not was the greatest source of aid within this process, another reason I love the community of creative types so deeply. 

I have made a lot of mistakes along the way. This process has been about 2 years in the making, I have had to set the project down several times and pick it back up again. Patience has been an important practice, stepping away at times was the best thing I could do. The brand has been mostly self-funded, which means I was doing a lot of the work on my own, I had the tools to work on branding and visuals myself. I just had to allow the process to be a slow one so I could stay budget conscious. And in the end I am so much happier with the product because I did things that way. My greatest advice is to keep going, ask, learn, and fail; failure is the greatest lesson. 

We've been privileged to immerse ourselves in the world of a true artist-come-fashion entrepreneur who has masterfully woven threads of art, sensuality, and profound design into the tapestry of CREO. From the brand's unwavering commitment to sustainability and inclusivity to its dedication to crafting timeless visual poetry, CREO stands as a sublime embodiment of purpose. We hope you've been seduced by the allure of CREO and have found inspiration in the creator's journey. To those aspiring to venture into the captivating world of fashion, take heed of the invaluable advice shared here: persist, inquire, learn, and cherish failure as the most bewitching muse on your path to triumph.

Words by Eff Ulloa

Photography by Grant Legan