In a significant step towards sustainable fashion, Shapellx, an established player in women’s shapewear, has unveiled its OceanHug™ collection, marking a notable innovation in the use of eco-friendly materials for apparel. This new product line comprises intimates, outerwear, and shapewear, all of which leverage a ground-breaking fabric made from recycled oyster shells. This initiative seeks not only to enhance body contours but also to address the pressing environmental concerns linked to fashion production.
Each year, millions of tons of oyster shells are disposed of, often ending up in landfills where they contribute to waste accumulation. In a bold statement on environmental stewardship, Shapellx has taken the initiative to transform marine waste into valuable textile resources. Each piece in the OceanHug™ collection integrates the salvaged materials of approximately 33 oyster shells, illustrating a clear example of circular fashion. By repurposing these shells, the brand gains traction in its commitment to reducing reliance on virgin materials and promoting sustainable practices in the fashion industry.
As Shane Shi, the Vice President of Shapellx, emphasizes, the focus on sustainability is rapidly becoming a priority for brands and consumers alike. Shi stated, “We’re committed to delivering more sustainable alternatives without compromising on quality or comfort. OceanHug™ is just the beginning.” This reflects a growing trend in the industry where consumers are seeking products that align with their values of environmental responsibility without sacrificing functionality or style.
The OceanHug™ collection is characterized by lightweight yet form-fitting yarn engineered for comfort and breathability. The fabric is designed to be soft against the skin, featuring moisture-wicking properties that ensure a pleasant wearing experience. Notably, it incorporates collagen peptides and oyster protein fiber, elements rich in amino acids and trace elements, purported to nourish the skin and strengthen its barrier. In addition to its comforting qualities, the fabric is treated to possess antibacterial properties, significantly reducing harmful bacterial growth, which makes it a suitable option for individuals with sensitive skin.
The product lineup includes a variety of shapewear essentials, each designed to cater to different body needs and preferences. Highlights of the collection include the OceanHug™ Oyster Reborn Smoothing Bodysuit, which features delicate lace cup edges to enhance bust shape while providing targeted waist and abdomen shaping for a sculpted silhouette. This bodysuit retails for $54 and is available in sizes ranging from S to XXL in various colors.
Another notable item is the OceanHug™ Oyster Reborn T-Shirt Bra, crafted from high-elasticity yarn and a buttery soft fabric designed for all-day comfort. The fixed one-piece cup design of the bra minimizes cup shifting, while a wider back closure offers enhanced support and smoothing. Priced at $49, it is available in sizes S to 3XL in a similar palette.
Additionally, the OceanHug™ Oyster Reborn Smoothing Brief provides a seamless, hip-hugging design that avoids discomfort while delivering stretch to accommodate various body types. Retailing at $9, these briefs are offered in sizes S to 3XL and a selection of colors. The collection also includes the OceanHug™ Oyster Reborn Smoothing Cami, featuring a flattering V-neckline and built-in 3D molded cups for bust support. This cami is priced at $49 and comes in sizes S to XXL.
To highlight the launch of the OceanHug™ collection and to coincide with World Ocean Day on June 8, Shapellx organized a pop-up event in NoHo, New York. This event allowed attendees to experience the OceanHug™ fabric firsthand and receive special gifts, reinforcing the brand’s dedication to community engagement and environmental awareness.
Shapellx positions itself as a full-category shapewear brand that blends cutting-edge technology and refined design, striving to meet the dual needs of women seeking both quality and style in their clothing. The brand distributes its products through premium international retailers, including Nordstrom, and via its online platform, ensuring accessibility to a diverse consumer base. By focusing on innovations that cater to the needs of modern consumers, Shapellx aims to empower women to embrace body confidence through every layer of their attire.
The introduction of the OceanHug™ collection is indicative of a larger trend within the fashion industry towards increased sustainability and environmentally conscious production methods. As consumers become more cognizant of their purchasing power and its implications for the planet, brands that take proactive steps in their sourcing and manufacturing processes are likely to resonate more strongly in the marketplace.
For consumers looking to invest in fashion that aligns with eco-conscious values, the OceanHug™ collection offers a compelling option. Shapellx invites interested individuals to explore the collection further by visiting its official website, where these innovative pieces are available for purchase.
As companies navigate the evolving landscape of consumer preferences, Shapellx’s OceanHug™ collection may serve as a model for other brands aiming to integrate sustainability into their product offerings while still delivering on performance and aesthetic appeal. Through initiatives like this, the industry is being reshaped, paving the way for a future where environmental considerations and style coexist harmoniously in everyday fashion.