Heist on a mission to revolutionise nude tights

Anaïs Lerévérend

Переводчик
Nicola Mira

Опубликовано
12 июл. 2017 г.

British label Heist has set itself a clear objective: to revolutionise the world of tights. The online-only brand was founded in 2015, and it brings state-of-the-art digital technology to the high-end tights market. Its slick brand image and constant research for the perfect pair of tights have allowed Heist to emerge in the UK, and the label is now looking beyond its borders.

Heist has recently gone live with the French version of its website, and this summer it is combining marketing and innovation with the newly launched 'Nude Project'. The operation kicked off on 11th July on a dedicated website, and it begins by asking visitors to define their true skin tone. The objective is to develop a radically new approach to nude tights, using the information gathered on the website to create a new, client-driven nude palette from next year.

For the nude tights, currently sold by Heist in two colours only, it will be a total make-over, leading to a much greater customisation for this model, one of the four items offered by Heist, alongside the 30, 50 and 80 denier models. The range also offers two waist heights, another of its selling points.

Heist was founded by businessman Edzard van der Wyck, and claims each model requires nearly a year in research and development: the result are tights made with sleek, five thousand-spiral yarn, with a waistband that ensures comfort and hold, and a 3D, Italian-style seamless design with no gusset.  Heist tights are available for between €20 and €30 per pair on average.