Fidelina, the Paisa company that fuses intimate apparel with native illustrations

Four years ago, it was a mix of talent that helped launch Fidelina, a paisa company that makes pajamas and women's underwear. Lina Rendón, a fashion designer, and her husband, Agustín Vélez, a graphic designer and publicist, created a brand that stands out from the rest by capturing exclusive illustrations on their fabrics.

And it is that perhaps one of the most particular characteristics of this brand from Antioquia is that they seek to show designs that represent the Colombian feeling. “Fidelina is spoken in Spanish”, is the definition used by Rendón. For this reason, each illustration has a name that evokes something native.

Precisely, that is what has led to its products being already on Amazon, one of its main clients being Almacenes Éxito, and today it plans to close the year with sales of $1.3 billion.

“Fidelina is a brand that through illustration, graphic design and art seeks to highlight the beauty of women. We wanted to make a product for everyday use for the female public. We began to take samples, to sell to acquaintances and friends; later, my older sister, Natalia Rendón, who is an administrator, associated with us and already gave it a more corporate tone and not just entrepreneurship , ”recalled Rendón.

growing up in the pandemic

They do not use lace and their purpose is that the bras, panties and pajamas they design are not marked or carved, so the differential factor is printing their illustrations on cotton-reinforced microfiber.

And although the health emergency due to covid-19 took the world by surprise and hit the business sector hard, Rendón commented that Fidelina was already prepared for virtuality, so they first strengthened their online sales channel.

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"The company managed to grow in the pandemic and we can proudly say that we keep all the jobs we have, which are 30 direct employees," Rendón said.

The goals

Fidelina already sells abroad through brand representatives in countries such as Argentina, Ecuador, Chile and Costa Rica. The objective is to continue positioning itself directly with its brand in more places in the world.

In that sense, among the great goals is that its production reaches the United States, without intermediaries.

On the other hand, the current challenges that Rendón highlights as a businesswoman are the shortage and rising prices of products worldwide.

“Our challenge right now is to have all the inventory and enough production to make immediate shipments, because the idea is that someone goes to www.fidelina.com and can have their product from one day to the next. Those delivery times have been greatly affected because there are no hooks or labels, the fiber with which we make the fabric takes time to arrive or there is a shortage of the paper with which we make the packaging”, pointed out the businesswoman from Antioquia.