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Intimates Label Sloggi Aims to Be the ‘Sneaker Brand of Lingerie’



PARIS — Sloggi, the Swiss lingerie brand owned by Triumph International and known for its best-selling seamless panties, is aiming big for 2023.
“In the next three years, we want to completely eliminate wires from our bra designs, in keeping with our desire for unrivaled comfort,” said Ludovic Manzon, chief executive officer of the brand, speaking from Sloggi’s headquarters near Zurich.
The intimates label, which was founded in 1979, introduced bras and brassieres a little later to its range, but really started pushing the category since the arrival of Manzon, who previously spent 12 years at Puma.
“Coming from the sportswear industry, I really felt upon arriving in the world of lingerie that everything was quite stagnant,” Manzon said.
“Women were always presented in a sexualized way in campaigns and communications, and everything was done in lace. There was no innovation, which is an extremely important notion in the world of sport — it’s a case of innovate or die. While in my previous position the focus was on performance, at Sloggi we decided to direct innovation toward optimal comfort.”
This led the brand to develop Oxygene Infinite, billed as the world’s lightest bra, set to launch at the beginning of 2020. “Our teams worked

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