GIAPENTA Reinvents Lingerie Niche with By Women, For Women Products and Business Approach

Gia Penta is intent on shaking up the industry via a line of exclusive intimates - by women and for women.

Online PR News – 18-September-2019 – New York, NY – LOCATION - - - The lingerie market is dominated by companies led by men. That fact doesn't sit right with the founder of the newly launched lingerie brand, GIAPENTA - who is intent on shaking up the industry via a line of exclusive intimates - by women and for women.

GIAPENTA - which translates to "forever" in Greek - is the brainchild of Kris Strouthopoulos, who was soon joined in the business by her sister, Elena, who now heads up marketing. As a former professional in the luxury bedding industry, Kris was well-familiar with luxury fabrics that regulated body temperature for sleep and she soon channeled that expertise to creating lingerie that provided the same benefit. GIAPENTA's resulting expansive selection of innovatively designed bras, panties, body suits, camis and sleep masks is made from temperature-balancing tech fabrics sourced from around the globe including its proprietary TempPro®. With TempPro, when wearers start to get warm, the fabric proactively pulls heat away from the body so overheating and sweating are reduced. When the body gets cold, stored heat is released back to the wearer.

The intimate wear comes in a variety of colors but its signature blue color is woven throughout the collection, as a nod to the cool blue waters and iconic rooftops of the sisters' Santorini, Greece roots. The pieces include distinctive embroidered appliques and soft, breathable mesh with attention to fit, detail and quality.

Yet, Kris is quick to point out that the brand's evolution is the result of ingenuity, input and leadership from what can be best described as an army of women that includes influential business founders and executives, thought leaders, style icons and lovers of lingerie by the hundreds who provided their feedback via a crowdsourcing undertaking. Names like Rebecca Minkoff; Alexandra Wilkis Wilson, co-founder of Gilt Groupe and GlamSquad; Anjali Kumar, co-founder of The Justice Department and former senior counsel at Google and Warby Parker; Samantha Yanks, founder & former EIC of Hamptons and Gotham magazines; Susan McPherson, founder and CEO of McPherson Strategies, make up their roster of supporters and advisors.

"GIAPENTA means "forever" in Greek and it reminds us every day to remain forever innovative, forever inspired and forever in tune with what women want," said Elena. "In keeping with that promise, we will not design anything until we get consumer input. That has led to lingerie that provides unmatched comfort and support that gives our clientele the confidence to take on their demanding day while feeling beautiful."

"No one knows what women need and want better than women - especially when it comes to intimates," added Kris. "It's time for women to take the lead in this field and in partnership with our customers, we will make sure that becomes the new normal."

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