RTW Retailwinds launches new lingerie brand

RTW Retailwinds (formerly New York & Company) is launching a lingerie brand called Uncommon Sense today. Offering bras, panties, sleepwear and swimwear, the new label defines itself as “wear-anywhere, all-day luxury” and promises “lingerie for real life, with better fabrics, super smart fits and feminine-forward, figure-enhancing technology that’s as soft as a cloud and as sexy as you want it to be”, according to its website.

“We started this journey by listening to our customers, specifically their challenges when shopping for lingerie. The common themes we heard brought us to solutions which is why our brand makes ‘uncommon sense’ in solving many of these pressure points”, said Pam Rice, Brand President for Uncommon Sense, in a statement. She says consumers complained that luxurious options often aren’t comfortable or are only designed for a few body types, while pieces marketed as comfortable tend to sacrifice sensuality.

Prices vary between 12.50 US dollars and 79.95 US dollars. Uncommon Sense is a digital brand, products are available for purchase via the brand’s website only: uncommonsense.com.

Rice has over 25 years of experience in the lingerie industry. Her most recent position was Senior Vice President at GapBody, where she led the repositioning of GM Love by Gap. She also served at Victoria's Secret for 10 years, her latest role being Executive Vice President of Merchandising.

New York & Company changed its name to RTW Retailwinds in November, 2018. Its multi-brand portfolio includes New York & Company, Eva Mendes Collection, Gabrielle Union Collection, Happy x Nature by Kate Hudson and Fashion to Figure. The company, which currently operates 411 retail and outlet locations in 35 US states, reported net sales of 893.2 million dollars for fiscal year 2018, a slight decrease compared to 2017 (926.9 million).

Pictures: courtesy of RTW Retailwinds/Uncommon Sense