Stance is moving into the intimate apparel category.
The California-based brand, which launched in 2009 with socks, will introduce women’s intimates for fall.
According to Candy Harris, the executive vice president of the women’s division, her team started developing the assortment two years ago after feeling like there was something missing in the category.
“We wanted to develop product that wasn’t existing in the market with our aesthetic,” said Harris. “In this category women are marketed to in a very one-dimensional way and we wanted to shatter that and broaden the creative approach to the category.”
Harris said the design team took cues from fashion, streetwear and performance. They’ve brought the DNA of Stance into the line with bold prints and tapped Lauren Wasser, an amputee model and activist who suffered a near-death experience due to Toxic Shock Syndrome, to model the collection. Wasser will also join Stance’s Punks and Poets brand ambassadors roster and be featured in Stance’s new video series, “A Verse of Her Own.”
“Lauren kept showing up on our mood boards so we decided to just reach out,” said Harris. “When you meet her there is a sense of confidence that’s so compelling. She’s a major part of the storytelling and