If you’ve been with us for a while, you might remember us as Trans-Missie.
If you found us more recently, you know us as UNTAG.
In 2023, we changed our name from Trans-Missie to UNTAG. Since then, the name UNTAG has fully settled in. The brand has continued to grow, evolve, and serve a broader community, while staying rooted in the same values we started with back in 2004.
This is who we are today, and how we got here.
Where We Started
UNTAG was founded in 2004 by Danaë Kurvers, originally under the name Trans-Missie.
The first product came from a personal need. Danaë’s (trans) brother experienced chest dysphoria and asked if she could create a compression top for him. Using her sewing experience, Danaë developed her first binder. Soon after, more people reached out for gender-affirming items.
What started as a one-room initiative grew into a business with deep expertise in gender-affirming products. Over the years, the company expanded and eventually settled in Diemen, near Amsterdam, where UNTAG is still based today.
From the beginning, the brand was shaped by listening closely to the needs of the transgender community and responding with practical, wearable solutions.
Why We Changed Our Name in 2023
As the brand evolved, so did the people who found their way to us.
Our products continued to develop, and our customer base grew beyond trans people alone. The name Trans-Missie no longer fully reflected who we were or what we stood for. Our mission had become broader: creating gender-affirming products for everyone, regardless of gender expression or identity.
At the same time, we became increasingly aware of how limiting labels can be. We wanted a name that created space rather than categories. One that aligned with our belief in moving beyond fixed definitions.
That is why, in 2023, Trans-Missie became UNTAG.
What UNTAG Stands For
The name UNTAG represents letting go of labels. You basically UNTAG yourself.
It was chosen during team brainstorms as a reflection of our ideal: a world where people are not defined by boxes, binaries, or expectations. UNTAG allows room for exploration, self-expression, and change.
Today, UNTAG stands for gendercreative lifewear for every body.
What Changed After the Rebrand
Since 2023, the rebrand has become fully integrated into everything we do.
Visible changes included:
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A new name
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A redesigned website
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A new visual identity
We also made deliberate improvements to how people experience our brand:
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Clearer website navigation
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Improved product photography
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Products are no longer categorized by pronouns
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A stronger focus on inclusivity and recognition
Our website features a dark theme, chosen for its visual clarity, reduced eye strain, improved accessibility for some users, and lower battery usage on mobile devices. And be honest, it just looks cool ;)
What Stayed the Same
Despite the changes, the foundation remained untouched.
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Product quality stayed the same
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Our service stayed the same
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Our commitment to inclusivity stayed the same
We continue to work on improving our products wherever possible, just as we always have.
For Customers Who Knew Us as Trans-Missie
If you were a customer before 2023, UNTAG is still the same place. Thank you for trusting us with your journey!
You may have noticed changes such as a new email address, a different website layout, or the need to create a new account. But behind the scenes, nothing essential changed.
UNTAG is still ally-owned, still rooted in the transgender community, and still shaped by the people who wear our products.
Our Mission Today
Our mission today is the same as it was when the first binder was made in 2004.
UNTAG creates gendercreative lifewear made from high-quality fabrics, with close attention to comfort, safety, and detail. From binders and swimwear to prosthetics, our products are designed to help people feel confident and comfortable in their bodies, regardless of gender expression or identity.
All products are designed and engineered in Diemen (Amsterdam) and responsibly produced in Europe, using fabrics from Belgium and Italy.
Growing With Time
Just like our community, UNTAG continues to evolve.
After the rebrand, the focus returned to product improvement and inclusivity. Larger sizes, including 7XL and 8XL, have been added to the collection.
UNTAG grows with the times, while remaining a steady and reliable presence for those who need us.
One Brand, One Ongoing Story
Trans-Missie and UNTAG are not two separate stories.
They are part of the same journey.
UNTAG is simply the name that fits who we are today.
