Men's underwear brand Naked is making its way to the women's scene with a new line of comfortable underwear and lingerie.
CEO Carole Hochman is making it her goal to capitalize on the growing fascination of style with comfort. The sleepwear and loungewear used in the women's line resembles the same material from its established men's line. Soft, eco-friendly and luxurious cotton will be used to produce a variety of products patterns and prints including bralettes, hipsters, boyshorts, chemises, robes, camisoles, lounge pants and PJ sets.
Naked believes that comfort, practicality and fashion are all necessary elements in a woman's wardrobe. Extravagant material like modal, chantilly lace and mesh and pima cotton will be utilized to maximize comfort.
The new line will be featured at Curveexpo, a trade show with the latest in intimate, swimwear and accessories.
Comfort-Focused Undergarments
Naked is Releasing a New Line of Comfortable Underwear for Women
Trend Themes
1. Comfort-focused Undergarments - The rise of more comfortable and practical underwear that is also fashionable presents an opportunity for brands to expand beyond the traditional lingerie market.
2. Eco-friendly Fashion - The use of sustainable materials and environmentally-friendly practices is becoming increasingly popular in the fashion industry, providing an opportunity for companies to differentiate themselves.
3. Mixed Gender Products - The expansion of male-oriented brands to the women's market, or vice versa, is becoming more prevalent as gender boundaries blur and consumers seek out products that prioritize comfort and functionality.
Industry Implications
1. Fashion and Apparel - With consumer demand for comfortable and eco-friendly apparel on the rise, the fashion industry should explore opportunities to incorporate new materials and design elements.
2. Intimate Apparel - The trend toward more practical and comfortable undergarments that still incorporate fashionable elements suggests an opportunity for specialized intimate apparel brands to expand their offerings.
3. Textile Manufacturing - The increasing use of sustainable materials in fashion and apparel presents an opportunity for textile manufacturers to invest in research and development to create alternatives to traditional materials.