Northern Ontario native Amelie Mongrain first came to China in 1995 as the Fashion Design Program Director of LASALLE International Design College. Her career has since boomed alongside the Chinese economy as the product development manager of an Italian menswear company, and then as the co-owner of DSM Research, now Zanetti.

Although Amelie continues to manage the Zanetti Shanghai office, she recently sold her shares to launch her very own underwear brand: Tush Skivvies.

"I wanted to start a business that I could manage and be involved in every aspect from A to Z."

Q. Although Tush Skivvies has been approached by big investors, you recently launched your Kickstarter campaign to seek funding for your first collection. Why did you choose Kickstarter?

A. My goal isn't to get Tush Skivvies bought by a larger company. Before sitting down with big investors, I want to lay down solid financial and structural bases. What was interesting about Kickstarter is that it could help us look for funding, but also allow us to speak directly to consumers interested in our products and build a database of contacts. Even if we don't reach our funding target, we will have gained a lot in marketing. But we surely will do our outmost best to get our target!

Q. Tush Skivvies is being designed and manufactured in China. But where and to who will you sell the underwear?

A. I hope to attack different markets. We will mainly focus on e-commerce and use distribution channels in department stores. That said, we will also be on other platforms in the US and China, such as Tmall.

"Yes, sex is still taboo, but people are just waiting to talk about it."

Q. Besides your fun and comfortable designs, one of the standout features of your underwear is the condom pocket. Tell us more about why you wanted to incorporate it in your product?

A. Being in the underwear industry, I think we can have a positive influence by bringing awareness to practicing safe sex and to help in the fight against AIDS, STD's and teenage pregnancy. I hope we can encourage people to protect themselves by always having a condom on hand. We also created a special collection named Tush Takes Action.

Q. What is it like tackling sex issues in a market like China where they are still taboo?

A. I did expect backlash, but so far the reception has been positive. Yes, sex is still taboo, but people are just waiting to talk about it. I think Tush Skivvies can help start that conversation and build a momentum to improve sexual education. We are in talks with Durex and Trojan to set up a program in local schools to make sex ed more approachable and "safe".