Dive Brief:
- Shapewear brand Spanx is launching a new collection of sculpting jeans, the company announced Tuesday.
- The collection, Spanxsculpt ReDefine, is made with tech called Lycra FitSense, which gives denim comfortable sculpting capabilities, per the brand. Spanx said it is the first brand to use it.
- The lycra is wrapped in a cotton-encased fiber that responds to heat in targeted areas of the body while maintaining the look and feel of denim. A Spanx spokesperson didn’t provide more details on how the tech was developed.
Dive Insight:
Spanx’s new denim collection follows the launch of an activewear collection earlier this month that includes various light compression pieces made for low-intensity exercise and casual dressing.
Spanx first launched denim in 2014, and a company spokesperson said the new collection is Spanx’s first denim offering with both functional sizing and traditional denim detailing. Previous Spanx denim collections ranged in size from XS to 3X, but the new collection comes in sizes 0 to 26.
The jeans come in two styles, slim straight and flare, and two colors, medium indigo and dark indigo. Each pair retails for $158, per the spokesperson.
The collection comes after “hours studying the denim market and obsessing [over] the combination of fit, comfort, and sculpting technology,” Spanx CEO Cricket Whitton said in the release.
Along with the announcement, Spanx also introduced Spanxeffect, a categorization system across its product offerings that allows customers to identify compression levels. The five-tier system ranges from light compression to “supersculpt.”
Spanx has been owned by Blackstone since 2021, when founder Sara Blakely sold a majority stake to the investment firm. Blakely still maintains a stake in the business.
