YITTY
Fabletics · United States
YITTY is an American shapewear brand created by the singer Lizzo in partnership with Fabletics. It makes inclusive shapewear and intimates in sizes XS to 6X.
| Founded | 2022 |
|---|---|
| Creative founder | Lizzo |
| Parent company | Fabletics Inc. |
| Size range | XS to 6X |
| Category | Shapewear and intimates |
| Website | yitty.com |
What is YITTY?
YITTY is a shapewear brand from the United States, developed by the singer Lizzo together with Fabletics co-founder Don Ressler. The name comes from Lizzo's childhood nickname. Fabletics Inc. is the parent company of both Fabletics and YITTY.
History
The brand launched in April 2022, with its first collections sold online and in Fabletics stores. At launch it was presented as a size-inclusive alternative in a category where many shoppers found few options that fitted or appealed to them.
Products and positioning
The launch range was organised into three collections:
- Nearly Naked: everyday shapewear
- Mesh Me: pieces designed to be worn as underwear or outerwear
- Major Label: more fashion-led, very soft pieces
Sizes run from XS to 6X, and launch prices ranged from about 15 to 70 US dollars. The look relies on bold neon colours and patterned fabrics, and some pieces can be worn for workouts.
Why it matters
YITTY shows how an established direct-to-consumer group can use a celebrity partnership and its existing store and online network to enter a new category quickly, with inclusive sizing placed at the centre of the brand rather than added later.
Frequently asked questions
Who owns YITTY?
YITTY was created by Lizzo in partnership with Fabletics, and Fabletics Inc. is the parent company of the brand.
What sizes does YITTY offer?
YITTY shapewear is made in sizes XS to 6X.