Spanx

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Spanx logo

Spanx is an American underwear maker focusing on shaping briefs and leggings, founded in Atlanta, Georgia. The company manufactures mainly pantyhose and other underwear for women and, since 2010, produces male underwear as well. Spanx specializes in foundation garments intended to make people appear thinner.[1]

In March of 2012, Founder Sara was named the world's youngest, self-made female billionaire by Forbes Magazine and one of TIME's 100 Most Influential People. Headquartered in Atlanta, GA and opening retail shops across the United States, SPANX can now be found worldwide in more than 50 countries. In addition to keeping butts covered from Savannah to Singapore, SPANX also shapes the world by focusing on our mission: To help women feel great about themselves and their potential.[2]

Support to Black community

Spanx Instagram post

Spanx announced a $200,000 commitment on Instagram. In the post, Spanx said, "We are donating $100,000 across national organizations focused on combating racial injustice: Black Lives Matter, NAACP Legal Defense and Education Fund and The Minnesota Freedom Fund. In addition, we are committed to donating an additional $100,000 to organizations in our own home of Atlanta."[3]

Spanx has a sustained interest in social activism. Its founder and Chief Executive Sara Blakely donated $5 million to support female-run small businesses amidst the coronavirus pandemic.

Blakely promotes female empowerment and strives for her product to communicate the same body-positive and color-inclusive narratives that she personally promotes.  She recently added two new shades of brown to her line in an effort to expand her skin-tone range and clientele. She also showcases a refreshingly diverse spectrum of models to endorse her brand; Blakely’s actions suggest that she champions all bodies and races.[4]

References

  1. Spanx. Wikipedia. Retrieved February 1, 2021.
  2. About us. Spanx. Retrieved Feb 1, 2021.
  3. Livingston, Mercey. These are the major brands donating to the Black Lives Matter movement. June 16, 2020. cnet.com. Retrieved February 1, 2021.
  4. A Brief Explanation Why American Underwear Line Spanx Deserves Our Business. glittermagrocks.com. Retrieved Feb 1, 2021.