Meet the 24-year-old trans asylum seeker whose fashion brand is now stocked at Macy’s
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Vyra Scher, the CEO of fashion brand LECHERY, is making waves in the fashion industry as an Asian trans woman of color. Her journey to success has been filled with challenges and obstacles, but she has navigated her way to founding her own company with determination and resilience.
Scher arrived in the United States in 2019 seeking asylum and the opportunity to live her authentic life as a trans woman of color. With only $1,200 to her name, she had to live on stipends and take on unpaid internships while waiting for her immigration papers to clear. Despite the difficulties, Scher remained focused on her dream of working in the fashion industry and eventually landed a showroom position.
However, the COVID-19 pandemic brought unforeseen challenges and Scher describes it as “my entire bubble burst.” Determined to take ownership of her own destiny, she rebranded her fashion blog to LECHERY, an accessories brand focusing on hosiery. While navigating the asylum process and learning how to launch her own business, Scher landed her first retail brand partnership with Nordstrom.
Today, just two years later, LECHERY is available at major American retailers like Target, Macy’s, Nordstrom, and Kohl’s. Scher’s vision, leadership, and resiliency have been instrumental in the rapid growth of her brand. Despite facing consistent rejection from her family, potential investors, and even entire governments, Scher remains undeterred.
Scher openly shares her experiences of rejection, discrimination, and misogyny throughout her journey. As a trans woman of color, she has faced numerous challenges that have made her even more determined to succeed. She highlights the glaring disparity in female founders receiving venture capital funding, with only two percent going to women.
After facing uncomfortable questions and dangerous situations while seeking VC funding, Scher made the personal decision to bootstrap her business. She refuses to tolerate sexual harassment and abuse as a transgender woman and believes that the #MeToo movement has moved the conversation forward. However, she acknowledges that there are still individuals who fear sharing their stories due to the power and influence of those involved.
LECHERY, the hosiery and accessory brand that Scher founded, is more than just a fashion brand. It started as a blog where she shared her personal experiences and built a community focused on body positivity for all. For Scher, LECHERY is a way of reclaiming the years lost when she wasn’t living her true authentic self.
Her connection to leggings and tights goes beyond aesthetics – it’s about security and safety. After experiencing sexual assault at a young age, Scher wished she had a sense of protection from traumatic moments. Wearing hosiery provided her with a second skin and a sense of fashion armor, ensuring she never felt as exposed or vulnerable again.
Scher’s story serves as inspiration for marginalized communities, including those with immigration status, skin color, or gender identity. She believes that sharing her story has helped LECHERY reach early success by connecting with customers on a deeper level. The brand focuses on the importance of inner sexiness and uses accessories as a way to elevate confidence.
As an openly transgender woman in the start-up ecosystem, Scher believes it is critical to increase trans and non-binary visibility. While she initially hesitated to share her trans identity due to potential discrimination, she now embraces it fully. She believes that speaking up about her identity as a transgender woman entrepreneur helps combat stereotypes and challenges societal norms.
Scher’s best advice for other trans and non-binary people entering the entrepreneurial journey is to ditch the background noise and embrace self-belief. She understands the self-doubt and fear of rejection that often accompanies marginalized individuals but encourages them to push through and make their mark.
Being at the forefront of societal change is never easy, but Scher believes that normalizing trans and non-binary individuals as competent business owners will help break down stigmas. By showcasing their normal functioning lives and success stories, the world will begin to see the true potential and talent within these communities.
Vyra Scher’s journey as an Asian trans woman of color and her success with LECHERY is a testament to her strength and resilience. Through her fashion brand, she is not only making a name for herself but also breaking barriers and paving the way for more inclusivity and representation in the fashion industry.
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