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- Direct to consumer innerwear brand Step One Clothing (STP) has expanded its product range to include a women’s line
- The initial product is a boxer short style, tailored specifically for women based on feedback from initial testing by existing Step One female customers
- The women’s underwear is priced at the same level as the equivalent men’s product, with volume discounts applicable to larger cart sizes
- The women’s product has launched in Australia and the United Kingdom, with plans to extend into the US later in 2022
- Step One Clothing is up 5.99 per cent, trading at $1.42
Direct to consumer innerwear brand Step One Clothing (STP) has expanded its product range to include a women’s line.
The underwear company estimated that around 40 per cent of its existing customers are women, many of which requested a similar “innerwear” product to what Step One offers for men.
The initial product line is a boxer short style, tailored specifically for women, which followed feedback from initial testing by existing Step One female customers.
The clothing features organic bamboo fabric offering comfort and the ability to manage sweat, along with signature Step One UltraGlyde panels to combat chafing, a soft and comfortable waistband for all day use, and no visible panty line.
In line with the men’s product, it is available in a range of colours and sizes to suit different tastes and body types.
The women’s product is priced at the same level as the equivalent men’s product, with volume discounts applicable to larger cart sizes.
“I am very excited that Step One has launched its Women’s line, a key deliverable in our growth strategy to develop complementary product adjacencies,” said Step One Founder and CEO, Greg Taylor.
“I would like to take the opportunity to express gratitude to our many loyal female customers who not only insisted on a Women’s line, but also participated in its design and testing.
“I am thrilled that we are continuing to disrupt the innerwear industry by offering women an innovative innerwear solution to help them feel their best every day.”
The women’s product has launched in Australia and the United Kingdom, with plans to extend into the US later in 2022.
Step One Clothing was up 5.99 per cent, trading at $1.42 at 2:39 pm AEDT.
