Lizzo is discussing the contents of her underwear drawer. “I’ve been wearing it for awhile now, because, you know, lucky me, I get to wear all the prototypes and stuff,” Lizzo told WWD over the phone about her brand Yitty expanding with new bras and more.
Lizzo — who cofounded Yitty in March 2022 with Fabletics Inc., parent company to“I don’t think you can say the market is oversaturated with shapewear,” she said. “When I was first taking meetings about shapewear, there were only, maybe, three or four brands. Comparatively to, like, other kinds of apparel [categories] that’s relatively small. So, I feel like Yitty came at, like, the perfect time.
“Yitty is, like, basically a dream in the making,” the entrepreneur continued. “I feel like I, you know, always had to make my own way in the fashion world. Always had to have just like people make outfits for me, cuz, I fit a lot of the clothes. And I have a lot of ideas that I want to execute that, you know, just simply didn’t exist. So when Yitty started, it was more so of, like, I need to make something for myself.
“It’s not just selling an item, but, like, selling a feeling,” she continued. “I don’t ever want to force people to purchase something. And I think I’ve been in the same boat. Which is why I started a brand that is just like, on your own terms. And I think, obviously, you know, people were so excited about the shapewear [that] we’re continuing to expand our brand into other kinds of apparel.
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