Saint Sass is a Berlin-based fashion startup that’s redefining modern lingerie and hosiery with bold designs, empowering messages, and a lightning-fast brand ascent. Founded in 2021 by Vivien Wysocki and Larissa Schmid, Saint Sass began by selling statement tights online, each pair marked by rebellious phrases or graphics that challenged conventional ideas of femininity and style.
What is Saint Sass?
Saint Sass is about much more than fashion—it is about encouraging women to confidently follow their own path. The brand was founded to create products that support self-expression, self-determination, and joy—whether in form-fitting fishnets, color-pop socks, or figure-flattering bodysuits. Products are manufactured in Europe (tights in Italy, socks in Portugal), blending quality with continental cool.
Every woman deserves to feel strong and sexy—and that’s exactly what our products are made for, the founders explain. Saint Sass’ core categories now span:
- Statement tights
- Fishnets
- Patterned hosiery
- Briefs and bodysuits
- Statement socks
- Accessories
With a brand voice as sassy as its name—‘Tights for tigers and birds’—Saint Sass crafts pieces for an audience eager to make a visual statement. Their iconic Mom, I am a rich man sock pays tribute to Cher’s famous mantra about female independence.
How Does It Work?
Saint Sass operates as an elevated, DTC (direct-to-consumer) e-commerce brand and increasingly works with select retailers. Their business model is built on:
- Limited-edition, fast-moving product drops—often selling out within days.
- Community and message-driven product development—customers help shape new designs.
- Digital narrative-first marketing—empowered by TikTok, Instagram, and clever PR partnerships.
- Retail Collaboration & European Production: After initial success, their products can now be found in 100+ brick-and-mortar stores across Germany (ONYGO, Ludwig Beck, Engelhorn) and, since 2023, select doors in the US.
- Celebrity Endorsement: High-profile fans like Madonna, Paris Hilton, and Kendall Jenner have instantly boosted the brand’s international profile, particularly in the US and London.
- Product Innovation: Saint Sass constantly evolves, introducing fishnets and graphic patterns, bodysuits, and, most recently, their long-awaited briefs. They blend whimsy, confidence, and exceptional fit, building passionate word-of-mouth.
The result: a cult brand known for its unapologetic messaging and celebrity traction, with a loyal, mostly female customer base, high-retention rates, and bold products that are as much about attitude as appearance.
Origin Story and Founders
Saint Sass was the realization of a personal and cultural mission. The company was founded in 2021 by German entrepreneurs Vivien Wysocki and Larissa Schmid:
“We made our dream a reality and founded Saint Sass.”—The vision was very clear: to create a brand that embodies self-determination, authenticity, and joy of life. With passion, creativity, and belief in our idea, we want to support women all over the world in celebrating their uniqueness—every day.
Vivien started the project solo, developing the first statement tights and packaging every launch by hand. Months later, she cold-emailed Larissa (inspired by her humor and business acumen), and the two joined forces. In less than three years, they bootstrapped an “overnight sellout” sensation into a 7-woman team, hitting milestones like:
- 2021 launch and immediate sellout
- 2022—expansion into fishnets, retail partnerships, and first birthday
- 2023—expansion to Europe and the US; celebrity acquisition; Forbes 30 Under 30 honors for both founders
- 2024—global availability, 100,000 followers, and viral campaigns on gender and financial empowerment
How Much Has Saint Sass Raised?
By mid-2025, Saint Sass has raised approximately €4.2 million in funding to accelerate US growth and diversify its product line.
Additional sources suggest Saint Sass is preparing further funding rounds, seeking smart, values-aligned investors as it aims to become the most sought-after fashion lingerie brand of the new generation—worldwide.
The Road Ahead
Saint Sass is scaling rapidly, expanding from Berlin into the US and beyond. Its cult of confidence model offers two lessons for modern fashion startups:
- Boldness, humor, and empowering values can power an international breakout.
- Digital-native, community-driven brands can build multimillion-dollar empires without retail tradition.
From ‘Mom, I am a rich man’ socks to fishnets worn by icons, Saint Sass is making the world a sassier, more self-confident place—one pair of tights at a time.
