Inclusivity for women of all shapes, sizes and skintones is at the core of the strategy behind direct-to-consumer underwear brand Heist, according to its CEO Toby Darbyshire, who features on the latest episode of TheCurrent Innovators podcast.
Speaking to Rachel Arthur, he explains how the underwear industry is one that’s ripe for innovation as a category that is underperforming against societal needs. Ait stands, it is designed to drive revenue, rather than to serve its customers, he notes.
“It struck us that in the age of Harvey Weinstein, the fact that my wife, who is a pretty modern woman, walks into Selfridges’ underwear section and it says ‘listen love, put this on – one of sort of four or five societal normalized views of sexy – and then you can fulfill your purpose’. That seems like an industry at its fundamental that is both broken from a brand point of view but also totally out of kilter with the cultural discourse,” he comments.
The first product Heist decided to tackle was tights. Widely regarded as uncomfortable, Heist’s innovative design includes no seams, a flexible waistband and a reduction in snagging and laddering. The brand worked with real women to ensure their concerns were met.
Since then, that has also meant exploring color and shape, and it’s this approach to inclusivity that keeps the brand, which recently received investment from Natalie Massenet’s new Imaginary Ventures fund, driving forward.
Last summer, it launched ‘The Nude Project’, crowdsourcing a full color palette index of different skintones based on over 100,000 customers. What’s more, the team opted to make this an open source model, explains Darbyshire, meaning they are sharing the results with the wider industry in the hope it will encourage others to diversify their product offerings.
Heist also launched tights to cater up to size 24 in 2017, again working with real body shapes to create the best fit. The line debuted with a successful and innovative campaign, featuring different shapes and sizes of fruits and vegetables inside Heist tights to promote a body positive and inclusive message.
On that decision, Darbyshire says: “How do you talk about plus size in a way that is inclusive and isn’t Dove. Not because Dove didn’t do it brilliantly, because they actually did it brilliantly, but then kept on doing it for 20 years, so now no one else can do it because it’s lame. It’s really clever. So how not to be Dove is the challenge.”
Also on the podcast, he talks about innovation in the product itself as inspired by the likes of Nike and Speedo, how to successfully cut out the middleman and why they might introduce their own store next year.