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current news

By Anew Launches Shaping Active Line


Photo from the Cirqulate section of the By Anew website.
Photo from the Cirqulate section of the By Anew website.

(Filed Under wholesale Activewear News). By Anew—a California-based wholesaler who launched in January 2009 with the cinch bodywrapper for post-pregnancy women—has introduced a line of activewear designed to flatter the figure, titled Cirqulate. Included in the line, which expands By Anew beyond its maternity niche as it is marketed towards all women aged 17 and up, included leggings, work-out pants, and sport tops running retailing from approximately $38 to $88, with sizes ranging from P to L in tops, (fitting bra sizes 34B through 38E), and 2/4 to 10/12 in bottoms. It will be available this Fall.

Cirqulate includes the following body shaping elements: Rolls Control, paneling “to enhance target areas”; Power Mesh fabric to compress and contour the body; Cinchette, an adjustable built-in waistband; Breezy Top Lining for moisture-control and ventilation; Safety Net, a moisture-absorbent and waterproof material; Cheeklicious, to firm the buttock area; and Diamond panels, “strategic diamond shaped panels” placed in hips and underarms “for a flattering shape.”

According to Charlene Chen, founder/designer of By Anew, the body-slimming cut of the Cirque line will motivate women to work-out. “The better you look, or feel you look, on the outside, all the better you will feel to motivate yourself feel good from the inside out,” she said. “Positive feedback from others further reinforces self-image and motivation to push yourself further and achieve results.” Chen added that she designed for women who share her “balancing act” as a working mom of three.

By Anew's Cinch product is currently sold at specialty maternity boutiques including Petite Tresor in Los Angeles, Nest Maternity in San Francisco, and Mom's The Word, a San Francisco-based chain.

For further information, call (212) 643-9547, or email Williams at CharleneWilliams@ByAnew.com.


more wholesale Activewear News >>

Published 09-14-2009 by Amanda Torres Price

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By Anew Launches Shaping Active Line


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