Dive Brief:
- Intimates brand Knix has introduced a new collection of customizable shapewear, per a news release emailed to Retail Dive.
- In what the brand calls the “first and only customizable shapewear collection in the world,” the collection allows customers to make on-the-spot adjustments to create the best fit. The collection includes a scoop neck shaper bodysuit and thong bodysuit, open bust mid-thigh shaper bodysuit, leakproof high rise shaper short and high rise shaper short.
- Knix’s patented PerfectCut technology allows consumers to adjust the products in up to eight ways, including the leg length and back plunge areas, without fraying or rolling.
Dive Insight:
The technology behind Knix’s new customizable collection was two years in the making.
PerfectCut ensures that even after cutting, the shapewear retains its support, smoothing and shaping qualities. Strategically placed flocking rows serve as cut lines, allowing users to adjust the length of the garment or alter the back plunge, per the company.
Pieces in the collection start at $90 and range in size from XS to XXXXL++ in colors black, warm sand and sola. Products are available on the company website and Knix retail stores across the U.S. and Canada.
“The global shapewear industry is targeted to reach over $3 billion by 2031, and I’m proud that Knix offers the first and only customizable shapewear to the market,” Joanna Griffiths, founder and president of Knix, said in a statement.
Jules Power, senior design director at Knix, told Retail Dive that innovation is essential for the company given how competitive the industry is. The space has become crowded with DTC brands like Skims and Lizzo’s Yitty brand, while other retailers have expanded into the category in recent years, including David’s Bridal, which introduced a shapewear line in June.
Knix, which started out by selling leakproof period products, launched leakproof shapewear in 2023 about one year after it was acquired by Essity.
The company’s recent summer marketing campaign featured legendary soccer star Megan Rapinoe teaming up with the brand to pay athletes to talk about their periods while competing in sports. Prior to that, Knix launched a mesh collection of intimates in April with actor Gabrielle Union acting as its global ambassador.
