The Naked Experience

For 10 years of my career, I worked for an Istanbul based intimates company who, at their peak, owned over 50% of the robe quota from Turkey to the USA. Suffice it to say, I learned a few things about the robe business, in particular, the terry robe business.  From a layman’s point of view, a terry robe might seem to be a fairly simple garment: It’s more often than not a white wrap toweling fabric that envelops the torso with the help of a self-belt.  But, having serviced the sales of multiple retailers, none quite as demanding as the Victoria Secret’s production team when they were selling over 500,000 units a year, there is a great deal more to the business than meets the eye. Yarn, shearing heights, dye lots, consumption, sewing and finishing, just naming a few.  A terry robe is a bathroom essential for many women (and men) but for the lingerie merchants, in the past few years, it’s lost its “sex appeal”.  As a result, the terry robe has been relegated to home departments, on-line searches and commodity retailers.

Not anymore. Naked brand has just changed the game (again).  Hearing about their amazing spa robe sale’s results in intimate departments at retailers such as Bloomingdales, is a welcome blast from the past with a very contemporary twist. This style is an expert interpretation of a true “bath” robe with the dual function of an easy going loungepiece. Cut to flow effortlessly over the body, it is designed in a cloud soft terry cloth that is super absorbent as well as light enough to wear year round. Pictured here with the Naked Luxury micro-modal bralette and panty, it amplifies the brand mission to assure function while feeling nothing at all. It is, in fact the ultimate “Naked Experience”

“It’s Deja Vu All Over Again” ~ Yogi Berra