• American pantyhose brand L’eggs is making a comeback.
• Cami Téllez, founder of Parade, is the creative director.
• Téllez said L’eggs is starting to modernize for Gen Z customers with partnerships and social media campaigns.

More than half a century after L’eggs became a household name, the American sock brand is entering a new era.

This time with Generation Z in mind.

Executive creative director Cami TéllezThe 27-year-old is trying to breathe new life into the brand after finding initial success with her underwear venture Parade. Téllez launched Parade in 2019, when she was still in her early 20s. At its peak, the company was valued at $200 million. Sold in 2023 and Téllez left the company.

“The opportunity to lead the future legacy of the brand was an exciting challenge; it is an American icon hidden in plain sight, with a significant business distributed across nearly 30,000 stores across the country and awareness of 60% of American women.” Téllez told Business Insider:

After L’eggs was launched in 1969, it quickly became a consumer favorite with its colorful egg-shaped packaging and celebrity-endorsed TV commercials.

L’eggs’ dominance softened in 2006, when Hanes told the August SEC that net sales in the sock segment had fallen every year since 1995 due to changes in consumer preferences. Hanes said in an SEC filing in late 2021 that it decided to divest its US Sheer Socks business, including L’eggs, as a strategy to streamline its portfolio.

Private equity firm Windsong Global acquired L’eggs in October.

Now the brand’s iconic tagline is “Nothing beats a great pair of L’eggs”, something Kim Kardashian is trying to prove to modern shoppers, especially in the age of SKIMS. Kardashian’s company was valued 4 billion dollars In July 2023.

“I see Spanx as the inventor of modern shapewear,” Bill Sweedler, CEO and president of Windsong Global, told Business. “I see SKIMS as the person who brought fashion to the shapewear industry, but L’eggs is the originator of hosiery and shapewear brands.” It was the OG.” From the inside.

Téllez echoed this sentiment. He said L’eggs is based on a mass-market strategy that aims to attract female shoppers wherever they are.

“We have a huge opportunity to own the entire category of fashion foundations; we’ll be there for anything that makes her love her legs,” Téllez said. “We’re starting with tights because it’s our DNA, but throughout 2025 we’ll extend our solution innovation to shapewear, tights, hosiery and beyond.”

Téllez said L’eggs has a “very loyal existing customer base” but they hope to create “a new generation of fans for the brand.”

“We will approach growth with several different focus areas: product innovation, increased consumer awareness, and distribution to make the product as accessible as possible,” he said.

L’eggs said its products will be available at stores like Kohl’s and online retailers like Amazon. Téllez said women will be able to find L’eggs in “tens of thousands of existing storefronts,” including 1,800 Target stores this spring.

While the brand continues to offer classic collections such as Sheer Energy and Silken Mist, it will also introduce new products such as the 360 ​​Contour collection.

“We are increasing consumer awareness across generations by meeting our customers where they are—in new channels like community, influencer, and beyond—to create the next generation of fans for the brand,” Téllez said.

Part of building the next generation of loyal L’eggs enthusiasts is introducing it to younger consumers, some of whom may not be familiar with the brand.

“Creating a L’eggs community means creating a space where consumers feel connected to the brand’s heritage while also feeling empowered to interpret fashion in their own way,” Téllez said.

One of the ways L’eggs plans to do this is by engaging Generation Z and Generation Alpha on social media.

“Inspired by my experience at Parade, we will focus on two things: creating dialogue and inspiring expression,” Téllez said. “This will include engaging content, including social media contests that invite users to share how they designed L’eggs, and community-centered activations that bring together diverse voices from all generations, which is critical to the 55-L’eggs DNA has the annual brand.”

The brand also plans to delve into the culture surrounding style and fashion through partnerships.

“This means working with celebrity stylists to incorporate L’eggs into street style and show how versatile tights can be styled in designer collections,” Téllez said. “Collaborating with fashion brands will also play a big part in expanding L’eggs’ reach; by aligning with brands known for their iconic prints and colours, we’re showing that leggings can be at the center of a contemporary wardrobe.”

“By positioning L’eggs alongside acclaimed influencers in the industry, we are not only present in fashion spaces, but also actively contributing to their narratives,” he added.