sloggi will launch its popular ZERO Feel Bralette and Bra-top in the UK next year, after seeing the innovations fly off the shelves in other global markets.
The range will enter UK stores on March 8, to mark International Women’s Day, and will be at the centre of a global campaign for SS18.
The move comes after sloggi sold more 1.75 million pieces from the collection in Japan alone last year.
Zero Feel, which includes a bralette, bra-top, hipster briefs and Brazilian briefs, was crafted using a Japanese 40-gauge fabric – patented until 2020.
This 360° stretch fabric is designed to adjust to the shape of the wearer, creating a feeling akin to a second skin. It is also seam-free and label-free to prevent marks and irritations.
“By channelling brand sloggi’s core values of innovation and true comfort, we have developed a product that we hope will empower women to embrace who they are in an unrestricted way and encourage them to feel happy and confident in their own skin,” said Anna Stark, head of marketing at sloggi for the North Region (UK, Ireland, Nordics and Benelux).
“Feeling comfortable is the latest trend in fashion driven by consumers who want to live their lives to the full. We’re really excited to bring this innovative product to market to compliment this trend.”
The launch of ZERO Feel follows the successful introduction of the Wow Comfort bra earlier this year, an updated version of sloggi’s ‘comfort first’ bra, with innovative ‘Fleximesh’ technology replacing the usual metal underwire with a revolutionary, ergonomically shaped mesh material.