Optimism ran high at The MAGIC Marketplace show in Las Vegas last week. But while things were looking up, apparel innovators were setting their sights lower. Specifically, we're referring to the hips and backside, with three companies offering new innovations in comfort and shape for the most neglected of areas:
M'Chic Fashions is on a mission to eliminate the dreaded "muffin top" forever. The company has created designer jeans with a built-in cotton/spandex panel to create a slimmer silhouette for women across their midsection. "A lot of women wear girdles and Spanx, so this is an all-in-one solution for them," says Tracey Kerr, the company's director of sales. The spandex is breathable and comes in either black or nude colors.
One product that certainly is "behind" the times is the Booty Pop, a padded pair of cotton/spandex underwear designed to give women the backside they always wanted. "Women like to have a nice shape," says Shelia Showalter, national sales manager. "For a lot of women, that's where they're lacking. And there are already several padded products for bras out there." The product, which comes in black and nude colors, will be making its way into select retail outlets starting in April.
The guys weren't left out of the underwear innovations. A company called (B)RIEF underneath is touting a 2-in-1 solution for men ??? 100% cotton briefs sewn into boxers, lounge pants and thermals. "Underwear for the consumer today is changing," says company President Eddie Betesh. "You can't go to bed in your tightie-whities anymore!!
Another major trend that emerged from MAGIC was the use of the shoe as a promotional vehicle. One company, RacerTreadz, is capitalizing on the green trend by making flip-flops out of used racing tires. The company has a license with Goodyear (which supplies the tires for NASCAR) and can customize the sandals with the names, numbers and cars of individual NASCAR drivers, making the footwear out of their very own tires. The manufacturer also is making shirts, hats and other items from the material; one tire helps create 500 hats.
For another trend at the MAGIC show, bags have gotten an intriguing technological upgrade thanks to a company called Scratch Tracks. Its Fydelity line features brightly-colored "Stereobags" that include built-in speakers and a jack to plug into an iPod or smart phone. The bags which include coolers, backpacks, fanny packs and tote bags require four AA batteries to play. For those who want to do without the batteries, another line called Neon Green utilizes an attachable solar panel that recharges electronics. The panel can clip on to most bags and will recharge outdoors or indoors. The company offers similar technology to attach to key chains and the backs of phones.
