It takes a little while to figure out what the thing is about Dear Kate, the Providence, Rhode Island–based lingerie line that held its relaunch at trendy, color-sorted East Village underwear shop Azaleas Friday night. It looks like most underwear, albeit a little pricier than comparable styles. Its website and press materials mysteriously promise that Dear Kate’s “performance fabrics” deliver “peace of mind.” In the euphemistic world of feminine hygiene, it turns out that “functional cool-girl underthings” is code for undies you won’t ruin by bleeding or peeing in them.
Via: How Do You Market Sexy Depends?
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