A new shapewear label from Europe is looking to squeeze out American megabrands when it launches stateside this spring. But can UK undergarments take down Spanx?
Fit Britches, a line of “hot knickers” championed by celebrities including British singer Jessie J and Khloe Kardashian, is poised to make its own British invasion next month. A spokesperson claims not only will the shapewear create a smooth silhouette but it can help the wearer lose weight after repeated use.
The inventor of Fit Britches was inspired to create the product by her own struggle with weight loss after having a child.
“After giving birth and gaining a few pounds I was on a mission to get rid of two things: cellulite and the extra weight. I was desperate to regain my figure,” says Fit Britches founder and CEO Farnaz Khan on the brand's website. “Regular dieting and exercise would make me lose a few pounds and firm a little, but I needed more results in less time.”
To speed the process, Khan combined various materials and ingredients to create a compression underwear that the company says can help reduce the appearance of cellulite, improve lymphatic drainage, tones and moisturizes skin, and regulates body temperature.
The company recommends wearing the "hot knickers" for at least six hours a day, for 30 days. Results of a third-party clinical study yielded an average loss of three to five inches on wearer's waist, hips, and thighs in a mere month, the Fit Britches site claims.