Lizzo tells CNBC she wanted to disrupt the category following her experiences as a young girl wearing body girdles and other skin-tight suits to contort her shape.
Fabletics' VIP members pay a monthly fee toward their clothing purchases, similar to a subscription model, and can opt to skip a month so credits don't pile up.
Shapewear pieces are most often worn under a woman's clothing, but that doesn't mean they have to stick to neutral colors, Ressler said. That's where Yitty is going to stand out from other brands already on the market — by offering options in bold neon colors and patterned fabrics. When asked how large Yitty could scale over time, Ressler said the company is thinking in billions, not millions.Kim Kardashian's Skims underwear label saw a successful debut shortly before the Covid pandemic and is, double what it was a year ago. Since launching with only a selection of shapewear in 2019, Skims has expanded into categories including pajamas, lounge wear and swimsuits.
During the Zoom interview, Lizzo stood up and turned around to model her own bright-neon yellow bra with matching biker shorts from the first Yitty drop — an outfit she said would withstand a sweat-heavy workout.
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