LONDON – Hyster, the UK brand that has shaken the socks market with the “Don’t dig, sag or limit sports” tights, has now launched its new innovative body shaping outfit The Outer Body.
Prior to the launch of the new product, Fiona Fairhurst was the inventor of the revolutionary multi-gold medalist FastSkin swimsuit, which served as vice president of innovation earlier this year. Under Fairhurst’s leadership, Heist used a technology that has never been used in underwear to make a molded outfit, which means eliminating the “struggling, sweat and squeezing” usually associated with corsets.
The existing bodysuit consists of an elastic fabric that exerts the same pressure around it, while the outer body uses revolutionary biomimetic film technology to reflect the body’s own support system, thus “moving with the body rather than moving with the body” .
The result was a corset that shaped the entire stomach without “excessive placement – and extremely uncomfortable pressure on the groin and spine,” the brand added in a press release.
The exterior design uses laser perforation, which replaces the shrink fabric layer, allowing materials of varying thickness to create strategically high compression areas while improving breathability and eliminating bulky seams.
Heist added that The Outer Body only puts pressure on where it is needed, which means there is no struggle to wear it.
At the time of the commentary, Fairhurst said: “We hope to give women freedom by giving women better things. Although close-fitting clothing is the fastest growing market for the apparel market – by 2022, the corset market is expected to reach 56. Billions of dollars, accounting for 5% of the global underwear market – but little comfort for women.
Heist aims to change the corset market with the new The Outer Body
Toby Darbyshire, co-founder and CEO of Heist, added: “We asked 1,025 women in corsets what they really wanted. This disillusioned and dissatisfied group told us: no squeeze, sweating Or struggling is not worth it. Therefore, we apply high performance technology to our bodysuits from top to bottom.
“Our goal is to change the future of underwear and to prove it from tights. Women’s sportswear has been neglected, ignoring the important scientific and technical focus it deserves. Through this new release, we will be our innovative ideas. And anatomy expertise is applied to a very specific product that has been pushing for overhaul.”
Heist was founded in 2015 and reportedly increased sales by 20% from October 2015 to April 2018. It also received support from many well-known investors including Net-A-Porter founder Natalie Massenet, Bella. Freud and Alexachung investors, Pembroke VCT and founder of Innocent Drinks.