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Wolford’s Next Step: Individual Nature

NEW YORK -- When Wolford ships its newest line, Individual Nature, to stores in August, the company's executives hope it will bring a breath of fresh air to stimulate the otherwise challenging sheers business.<P>Individual Nature features tights with...

NEW YORK — When Wolford ships its newest line, Individual Nature, to stores in August, the company’s executives hope it will bring a breath of fresh air to stimulate the otherwise challenging sheers business.

Individual Nature features tights with a fine, semisheer appearance. But unlike traditional sheer hosiery, which heavily relies on nylon and doesn’t allow the skin to breathe, the fabric is made with two-thirds viscose, a natural fiber that’s durable, breathable and more comfortable to wear.

“After 52 years, we finally achieved the ability to produce a fine hosiery product with natural fibers,” said Fritz Humer, president and chief executive officer of Wolford. “We believe it fits the spirit of the time. People are looking for something natural and organic.”NEW YORK — When Wolford ships its newest line, Individual Nature, to stores in August, the company’s executives hope it will bring a breath of fresh air to stimulate the otherwise challenging sheers business.

Individual Nature features tights with a fine, semisheer appearance. But unlike traditional sheer hosiery, which heavily relies on nylon and doesn’t allow the skin to breathe, the fabric is made with two-thirds viscose, a natural fiber that’s durable, breathable and more comfortable to wear.

“After 52 years, we finally achieved the ability to produce a fine hosiery product with natural fibers,” said Fritz Humer, president and chief executive officer of Wolford. “We believe it fits the spirit of the time. People are looking for something natural and organic.”

Following intensive research and development work, Individual Nature products have a light, silk-like feel against the skin, with the thermal-regulating capacities of natural fibers.

“We have offered natural tights that were opaque in the past, but this has elasticity, durability and breathability, while being almost sheer,” said Karen Schneider, president of Wolford America.

The firm’s closely guarded, high-tech knitting technology made it possible to turn the viscose into a product comparable to 30 denier Wolford tights. For a better fit, the Bregenz, Austria-based company added 25 percent polyamide and 10 percent elastane.

Over the past few years, Wolford’s innovative introductions have included the no-waistband Logic line and the circulation-stimulating Long Distance products, and Humer, who did not disclose sales projections for the line, said Individual Nature is the next step in that tradition.

“Innovation is very important, especially in the American market, which is such a sport-related market,” he added. “It will not replace the nylon business, but could be an add-on business.”

The line, with retail prices from $25 to $45, includes tights and knee-highs in colors such as nude, black and brown. It will be made available to Wolford’s existing distribution channel, which includes upscale specialty and department stores and signature boutiques.

Individual Nature also features a selection of innerwear products, including a bra, top and shirt, as well as a figure-shaping control panty and control dress, which will bow at retail in September.

Following intensive research and development work, Individual Nature products have a light, silk-like feel against the skin, with the thermal-regulating capacities of natural fibers.

“We have offered natural tights that were opaque in the past, but this has elasticity, durability and breathability, while being almost sheer,” said Karen Schneider, president of Wolford America.

The firm’s closely guarded, high-tech knitting technology made it possible to turn the viscose into a product comparable to 30 denier Wolford tights. For a better fit, the Bregenz, Austria-based company added 25 percent polyamide and 10 percent elastane.

Over the past few years, Wolford’s innovative introductions have included the no-waistband Logic line and the circulation-stimulating Long Distance products, and Humer, who did not disclose sales projections for the line, said Individual Nature is the next step in that tradition.

“Innovation is very important, especially in the American market, which is such a sport-related market,” he added. “It will not replace the nylon business, but could be an add-on business.”

The line, with retail prices from $25 to $45, includes tights and knee-highs in colors such as nude, black and brown. It will be made available to Wolford’s existing distribution channel, which includes upscale specialty and department stores and signature boutiques.

Individual Nature also features a selection of innerwear products, including a bra, top and shirt, as well as a figure-shaping control panty and control dress, which will bow at retail in September.”