Behind the brand: FitBritches

As far as the general public is concerned, fabric technology is one of the less scintillating aspects of fashion and shopping. But if there’s one subject that will engage people in matters of science and technology, it is weight loss.

That’s something that FitBritches founder Farnaz Khan discovered within days of launching her new invention.

Like many of the best ideas, FitBritches was born of a meeting of necessity and opportunity: the technology-marketing expert turned underwear entrepreneur was having trouble shifting the last few pounds of her post-baby weight – a problem faced by many new mothers – and was at the point of desperation when she had to attend a family wedding.

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“We were at the wedding and my mother asked, ‘What’s that noise?’,” laughs Khan. “It was me. I had wrapped my middle in clingfilm to try to contain it and use the heat to reduce the weight.”

Out of that moment of slapstick was born a determination to research the mechanics of weight loss and the possibilities of fabric technology, and the scientifically minded Khan discovered the possibilities of heat-generating materials.

“I’ve actually linked my passion for technology with my family heritage which is actually in textiles. All of the women in my family have actually been in the rag trade,” says Khan.

Combining this new wonder yarn with the practicalities of seriously strong shapewear, the result was FitBritches: a waist-to-thigh undergarment that both holds the wearer in shape under their clothes and, when worn daily,

is claimed to cause genuine weight-loss in those traditionally difficult areas of waist, hips and thighs.When she tested the products, the results were impressive: 92% of participants reported improvements in blood microcirculation flow and of cellular metabolism, as well as improvements in the appearance of cellulite and skin elasticity.

Average reported losses were 5-12cm on the waist, 4-7cm on the hips, 3-7cm on the buttock and 4-7cm on the thigh.

Khan is not stopping with FitBritches: she launched the product under the umbrella company of 8 London, a fabric research company within which she hopes to continue harnessing new breakthroughs in material to create functional fashion products.

www.fitbritches.com

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