NEW YORK — The designers at FRx won’t win a Nobel Prize for developing jeans with derriere-lifting qualities — but there might be other rewards if women like how they look.
The company said it has applied for a patent for Perfection jeans’ figure-enhancing construction, and has been issued a patent-pending number. FRx hopes to register a specially shaped insert made from a performance fabric with a high degree of Lycra that is built into the back of the jeans.
The O-shaped insert guides the fullness of the derriere in the right direction and support bands underneath lift each cheek, said Kimberly Bowser, design director of FRx. “It’s for women who wish they had more of a tush,” Bowser said. “It slims the hip line because of the way it pulls the skin to the back but it’s not like stepping into a girdle.”
FRx began working on Perfection about 18 months ago. The company’s founders, Guy Kinberg and Michael Suozzi, estimated that Perfection will do at least $2 million in retail sales in the first year. The product, which comes in boot-cut and straight-leg versions and different finishes, is priced from $175 to $200 and will begin shipping in the fall.
Butt-enhancing jeans aren’t exactly new. Among the entries in the race to bring up the rear was Code Bleu’s MiracleBoost jeans. Introduced in 1995, they were made of a spandex-rich fabric and had a contoured fit. They got a lot of hype but ultimately didn’t sell well. “The marketing was great,” said Jack Gross, president of Gloria Vanderbilt. “The execution had some flaws. They were not comfortable.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)