The Hu Shirt Company has been awarded five patents for a design that features a built-in bra.
The styles use Supima interlock cotton and imported Scottish cashmere and are offered in T-shirts, turtlenecks and a sweater.
Founder Libby Han said securing the patent has been “a slog,” partly because of how the pandemic has affected everything, including federal agencies. Like all products from The Who Shirt Company, the five designs with built-in soft bras are named for exceptional and admirable women.
A self-described “cancer champion,” Han, who had undergone a double mastectomy, started the company in September 2018, which she could not find. As a public relations executive in the fashion industry with over 20 years of experience working with leading and emerging designers, Han appreciates versatile statement pieces.
A crewneck cashmere sweater is called “Ruth,” a tribute to the late Ruth Bader Ginsburg. The crewneck design is meant to be a wink in a collection of collars for the late Justice of the Supreme Court of America. She and Sandra Day O’Connor, the first female U.S. Supreme Court justice, agreed that wearing a jabot—the traditional lacy ruffles with their robe—would be appropriate.
The Who Shirt Company also has an “Alice” cashmere turtleneck that was inspired by chef Alice Waters and author Alice Walker. Han, a true foodie and fan of “The Color Purple”, said that he could not decide between Waters and Walker. She even sent a sweater to Waters, who opened Chez Panisse 50 years ago. Han was happy to receive an email of thanks in return.
A cotton turtleneck named “Maya” is named after the late author Maya Angelou. The long-sleeved V-neck “Simone” is by philosopher Simone de Beauvoir and the long-sleeved jewel-neck sweater named “Amelia” is in honor of the late aviator Amelia Earhart.
In creating his direct-to-consumer company, Han’s initial innovation was to build on styles such as exercise tops with built-in bras or sports bras. Its purpose was to protect the wearer from fishing for wayward straps while wearing the turtleneck. “I thought it was important to patent them because I loved wearing one thing and didn’t have to think about bras,” Han said.
The Made in USA collection also has a philanthropic component: Through a partnership with the Estee Lauder Breast Cancer Research Foundation, The Who Shirt Company donates $5 from each item sold.
On the shoulder of each garment is the company’s emblem, the Athenian owl. This fall, The Who Shirt Company will launch a white T-shirt in blue, a black turtleneck and a crewneck sweater. Overall, Han said, “Business has been great. We are alive and we have some great metrics. We are spending some advertising on Instagram and Facebook. We get a seven-to-one revenue return for the very little I spend on advertising.”
The company is just now starting to look for fundraising. Highlighting consumer response to the products, Han said the return rate for cashmere sweaters is as low as 14 percent.
Originally published at Pen 18
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