Our Story
Why I Started MYSHÆDE
Hi, I'm Nicole.
Before becoming a founder, I worked in politics in Canada for nearly a decade and then built my career as a corporate lawyer in London. Precision, attention to detail and solving complex problems have always been part of who I am.
MYSHÆDE started with a simple frustration that I experienced since I started wearing tights as a girl and continued into adulthood when I needed to wear professional clothes. This frustration happened time and time again.
Like so many women, I wanted tights that made me look polished and feel confident, not tights that distracted from my outfit because they stood out as not being my shade.
Every time I searched, the options felt surprisingly limited. There were endless black tights, pattern tights, fishnet tights and everything in between, but nude tights often meant only one or two colours. I also had a run in with a colleague in 2024 who commented on how different from my skin tone my nude tights were — she thought I had done it on purpose... I was mortified!
It made me wonder, "Why, in a world that celebrates inclusivity more than ever, were tights still being treated as one or two skin tones as the norm?"
The more I looked, the more I realised this wasn't just my experience. Women with very fair, olive, tan, brown and deep skin tones were all telling similar stories.
"I just accept it and have to wear my black tights. It limits my wardrobe selection which is annoying but it's just what I do.""I wear the nude shades I can find at department stores. Yes, they don't match my skin tone and it looks weird on me, but I have no other choice."
I believe we deserved better. So I decided to build a brand of tights that would serve women — making them feel confident, supported and beautiful when they walked out the door.
“Nude isn’t one colour.”
"No More settling for black tights"
If you've ever stood in front of your wardrobe holding up a pair of nude tights that looked nothing like your skin, you're not alone.
For years, countless women (including me) have been left with the same compromise. Quickly getting ready for work, rushing around trying to find the right outfit, and grabbing your nude tights, only to realise they don't match your shade at all, so you throw them back into your drawer and reach for the black ones instead.
Many women can't find a shade deep or light enough, or one that makes their legs look ashy, too yellow or too grey.
So we just accept this to be reality and stop looking. Somewhere along the way, it feels like we have just settled for black tights.
That's the problem MYSHÆDE was created to solve.
Our Mission
At MYSHÆDE, we're on a mission to redefine what nude means.
We believe every woman deserves tights that complement her natural skin tone, not ask her to compromise or settle.
Our goal is to create products that help women feel confident, represented, and put together from the moment they step out the door.
What We Believe
1. Customer centric
The customer is everything for us. MYSHÆDE is being built alongside the women it serves. From shade development to product testing, our community is helping shape every decision we make. This isn't just our journey. It's yours too.
2. Confidence
When you have tights that actually come in your shade of nude, you stop thinking about what you're wearing and simply feel confident. That's what every woman should feel.
3. Representation and inclusivity matters
Every woman deserves to see herself reflected in the products she buys. Inclusivity isn't just a trend, it's good design and a non-negotiable.
4. Quality should never be compromised.
Beautiful shades deserve beautiful craftsmanship. We only work with specialist hosiery manufacturers to create tights that feel as premium as they look — comfortable, supportive and made to become wardrobe staples.
Why We're Starting with Tights
Tights might seem like a small thing. But sometimes the smallest frustrations are the ones we simply learn to live with. We don't think women should have to.
By solving one everyday problem exceptionally well, we hope to begin something much bigger. Today it's tights. Tomorrow it's a world where every wardrobe essential is designed with every woman in mind.
Thank You
MYSHÆDE is still at the beginning of its story.
Every email you join. Every message you send. Every piece of feedback you share. Every preorder you place. You're helping shape the future of this brand.
Thank you for believing in what we're building. We can't wait to help you find your shade.
With love and gratitude,
Nicole Ng Yuen
Founder, MYSHÆDE
