Innovators By Current Global

Inclusivity for women of all shapes, sizes and skintones is at the core of the strategy behind direct-to-consumer underwear brand Heist, according to its CEO Toby Darbyshire, who features on the latest episode of TheCurrent Innovators podcast. Speaking to Rachel Arthur, he explains how the underwear industry is one that's ripe for innovation as a category that is underperforming against societal needs. Ait stands, it is designed to drive revenue, rather than to serve its customers, he notes. "It struck us that in the age of Harvey Weinstein, the fact that my wife, who is a pretty modern woman, walks into Selfridges' underwear section and it says 'listen love, put this on – one of sort of four or five societal normalized views of sexy – and then you can fulfill your purpose'. That seems like an industry at its fundamental that is both broken from a brand point of view but also totally out of kilter with the cultural discourse," he comments. The first product Heist decided to tackle was tights. Wid