Squeem wants to offer its consumers more than shapewear for special events.
The Brazilian shapewear brand, which was founded in 1936 but entered the U.S. in 2010, is known for its modern-day corsets with hook-and-eye closures that are sold at retailers including Lane Bryant, David’s Bridal and New York and Co. But according to Thiago Pasos, Squeem’s chief executive officer, they want to make Squeem an everyday part of women’s lives.
“We are famous for being a staple for evening and bridal dresses and helping women during their special moments, but we wanted to take that same set of benefits and make sure we are serving women every day,” said Pasos. “We’ve developed a fabric that’s designed to be seamless and comfortable but still supportive.”
In August, Squeem will launch seven new styles using this fabric, including a midwaist brief, a midthigh short, a high-waisted brief, an open bust bodysuit, a midwaist body short and a back closure waist cincher that was developed with celebrity stylists for awards season. The line will retail from $55 to $180.
Squeem is also introducing e-commerce, which Pasos said is a way to speak directly to its consumer and get feedback on product. “Customers expect newness at a much faster pace,” said Pasos. “This site will also help us with our global push.”
Pasos has also started the Squeem Fund, which will help reduce the effects of microcephaly, the condition babies have after contracting Zika.
“We are passionate about this cause that affects so many Brazilian women and children,” said Pasos, who is also Brazilian. “Helping those with limited means get access to medical and emotional support felt like an impactful way for Squeem to give back to a community that’s given us so much over the years.”