Since their first appearance on the shelves of Nordstrom in late 2012, the underwear designs of inner fashion innovator Naked Brand Group, Inc. (NAKD) have delivered a highly differentiated and luxurious wearing experience to men savvy enough to select them. Naked boxer briefs are revolutionary in the way they combine exceptionally soft, high performance fabrics with a perfect fit. So perfect a fit that 3-time NBA champion Dwyane Wade asked his agent to call Naked to pursue a strategic partnership that Wade and the Company then announced in June of this year.
What turned D-Wade onto Naked? Wearing the underwear and experiencing the “Naked Truth.”
“When I first discovered Naked, I immediately loved the brand name as well as the fit and feel of the underwear,” said Wade. “What you wear underneath is the foundation for how you look and feel. Naked is taking innerwear to the next level…”
Naked’s mission is to honor the special relationship people have with the garments they wear closest to their skin by setting a new standard for fit, feel, and function according to Carole Hochman, Naked’s CEO & Chief Creative Officer and a sleepwear industry legend. Fulfilling this mission has been limited to menswear only… until now.
With the public debut of Naked’s premier women’s innerwear collection at CurveNY Expo in New York’s Javits Center, Naked is now in full pursuit of its lofty goal for both genders. The new women’s line; which encompasses intimate apparel, sleepwear, and loungewear; is designed to be responsive to the lives of active women. It includes options that transition through different uses with ease, adaptable to wearing on the go or in the bedroom. The sleepwear and loungewear groups within the collection offer athleisure-inspired options for women who are focused on stylish comfort as well as functional wear.
"This collection speaks to every woman," said Hochman. "To be naked is to be comfortable, unencumbered and free. It is about being yourself. At the end of the day when a woman takes off the layers: the lipstick, the heels, and the stress, she feels free. Naked captures this and offers women a chance to look great and feel even better."
With an estimated $13 billion U.S. market for lingerie and a global market almost three times that large, Naked’s move into women’s inner wear makes clear economic sense. And with women believed to buy as much two-thirds of men’s underwear for their husbands, boyfriends, or sons, having a dynamic new collection for women is likely to have a positive effect on men’s product sales as well.
Of course, Naked’s launch of a women’s collection is hardly a surprise. Since joining Naked in June 2014, CEO Hochman, who brought decades of intimates experience with some of the most prominent brands in the apparel industry, has been clear about her intention to expand the Naked brand into the lucrative women’s market.
"From the day I joined Naked last year, expanding our brand into the women's intimates market has been a key objective," said Hochman in the news release announcing the new line. "Now is a pivotal moment in fashion when comfort and performance have become as important as aesthetic in creating apparel that helps women and men thrive in their daily lives. Naked's mission is to set a new standard for fit, feel and function for innerwear and beyond."
With a growing men’s business, partners like Dwyane Wade, and an exciting new women’s innerwear collection, it will be exciting to see what “beyond” looks like for Naked.
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