Pee-Proof Underwear Brand, Icon, Announces New Spring Color: Rose

Today, Icon, the pee-proof underwear brand from THINX, is announcing a new Spring color — Rose — available in bikini, high-waist, and hiphugger. The dusty pink color was the top requested color amongst Icon customers and the first limited-edition seasonal color in the Icon line-up.  Like all of Icon’s products, the Rose-colored pee-proof underwear is odor-resistant, has moisture wicking technology to keep women dry, and is made of a soft, stretchy fabric for comfort.

FIND OUT MORE ABOUT THE NEW “ROSE” OFFERINGS HERE: iconundies.com/rose

“We’re always gathering input from our community, so when it came time to pick our first limited-edition color, it was a no brainer to ask them what they wanted” explained Kejal Macdonald, Vice President of Icon. “No wilting flowers here– we’re proud to create pee-proof underwear that are functional, beautiful, and supports their hardworking bodies, in the garden and beyond.”

Last January, Icon profiled all of the “real people” who had modeled for the company to date, and received more than 100 emails from women offering to model. For the Rose launch, Icon selected Ella Brand, 49, a local New Yorker, performance artist, and DJ as their model.

“Working with the Icon team on the Rose campaign made me feel empowered (yes, in my underwear),” said Ella Brand. “They accepted me as I am with all my attributes and flaws. I was able to relax in my own skin to let that light in me shine outward.”