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HanesBrands adds DreamWire bra innovation to Bali brand

Feb '20
Pic: HanesBrands
Pic: HanesBrands
HanesBrands is adding its successful DreamWire bra innovation into its third brand with the launch of Bali One Smooth U DreamWire collection that features no poke, no dig bra comfort. Bali is a leading brand of bras, panties, and shapewear. HanesBrands is a socially responsible leading marketer of everyday basic innerwear and activewear apparel.

The introduction of the Bali One Smooth U DreamWire collection provides more coverage for full-figured women and uses DreamWire’s encased and cushioned underwire that lies flat against the body to provide comfortable support.

The Bali One Smooth U DreamWire bras, which are now arriving at major retailers, offer sizes up to 42DD. The addition of the company’s smooth, silky fabric, and fully adjustable stretch straps designed to stay in place provide a clean sculpted look to fit each woman’s unique body and eliminate ride-up, according to a media statement by HanesBrands.

Other benefits include a stitch-free neckline, all-around smoothing and support, and touches of lace detail at the centre front and back for a feminine feel. The bras are offered in four basic colours – white, nude, black, and gloss (lavender) – and two fashion colours – blue whimsy and blackberry jam.

Since HanesBrands introduced the DreamWire technology in its Hanes and Maidenform brands in 2019, consumers have responded positively. Within the first six months of launch in June 2019, Hanes’ No Poke No Pinch DreamWire T-shirt bra became one of the top-10 best-selling styles within the brand’s bra assortment. The Maidenform Love the Lift DreamWire Push-Up bra become one of the brand’s top-10 styles within the first few weeks after launching in the fall of 2019.

“Two of the top consumer bra complaints are related to the discomfort caused by traditional underwire bras. We listened, and by expanding the DreamWire technology to Bali, we’re providing our full-figured consumers with an alternative that offers comfort without sacrificing support. DreamWire comfort has been very popular with our Hanes T-shirt bras and Maidenform push-up bras,” Maria Teza, HanesBrands’ vice president and general manager for bras, including Bali intimate apparel said.

Fibre2Fashion News Desk (GK)

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