Three years after taking on the hosiery market with its reimagination of tights, Heist is moving into shapewear with a bodysuit inspired by the wearer’s own support system.
Called The Outer Body, the undergarment is meant to support the body instead of squeezing it, and it’s a big push in innovation that’s making that viable. Behind the design is performance-wear inventor Fiona Fairhurst, who is renowned for the multi-gold-medal-winning SharkSkin swimsuit for Speedo.
With her first product release for Heist, she is combining two cutting-edge fabric technologies. The first, NoSew™, allows the garment to have just one sewn seam, eliminating discomforting bulky seams. The second, FlowFree™, features engineered perforations that promote and enhance breathability instead of retaining moisture like traditional elastics and meshes.
“Traditional shapewear puts pressure all over the body, which might work, but it’s not comfortable. I didn’t want to touch it the same way, I wanted to support the body, not necessarily control it”, said Fairhurst at a launch event for the product in London.
The bodysuit is composed of ultrasonically bonded, contouring, breathable panels made of film technology modeled on the body’s fascia matrix – the connective tissue beneath the skin that stabilizes the muscles and internal organs. 20,000 tiny laser-perforations increase airflow to reduce sweating.
According to Heist’s CEO, Toby Darbyshire, the company is on a mission to change the future of underwear. “Women’s bodywear has been neglected, overlooking an important scientific and technological focus that it deserves. With this new launch, we have applied our philosophy of innovation and expert knowledge of the anatomy to a very specific product that has been crying out for an overhaul.”
Before creating the shapewear, Heist asked 1,025 women who wear bodysuits what they wanted most from the product. “This disillusioned and dissatisfied group told us: no squeezing, sweating, or struggling into something that’s not worth it. So, we applied high-performing technology to our bodysuit from top to bottom”, said Darbyshire.
The company also launched an amusing campaign, as its marketing style, to tease the shapewear, with various comedians attempting to get into more traditional bodysuits to varying degrees of difficulty. “I don’t think women should have to compromise when it comes to shapewear. I’ve designed for comfort – this is a new product you can move in.” Fairhurst explained.
Considering the global underwear market is expected to reach $145bn by 2021 after generating sales of $112bn in 2016, according to Statista, it’s about time the industry started paying attention to innovative, female-targeted products.
The Outer Body is priced at £120 and available online today at www.heist-studios.com. A limited supply is also available in-store at the Heist DemoStudio in London, where customers can book a 30-minute Shape + Fit appointment via Instagram.
For more on how Heist approaches innovation – from product to communications – listen to TheCurrent Innovators podcast episode with Darbyshire, published earlier this year.
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