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INDX National Intimate Apparel Show | More UPLIFTING news from sloggi

sloggi® brings true comfort to people’s everyday by creating the most wearable, innovative bodywear in the world.

A young woman with short dark hair lies on a pink sofa, smiling and resting her head on her hands. She wears a red bikini and has accessories beside her, including headphones and a small clutch bag.

Written by

Molly Inman

Published

15 Dec 2025

Read Time

4 min read

Launched in 1979, the brand has long been the best-selling brief brand in Europe and today delivers unrivalled comfort across multi-faceted intimate apparel ranges for both women and men across Europe, Asia, US and Canada.  

Parent company, the Triumph Group, serves 40,000 wholesale customers and sells its products in 3,600 controlled points of sale as well as via several own online shops. It is a member of the Business Social Compliance Initiative (BSCI).  

sloggi GO Blush: Everyday basics with a gentle romance twist  

Meet sloggi GO Blush, a new microfiber series - launching Autumn Winter 2026 - that brings a touch of romance to your everyday essentials. With delicate scalloped lace trims and seasonal shades like Rich Berry Red, alongside classic Black and Cameo Brown, the collection adds gentle flirtiness to the all-day, all-round comfort you know and love from sloggi's GO collection.  

Designed for women who want a hint of romance without compromising comfort, the series features wireless bras in soft-cup non-padded and push-up styles, all with adjustable straps, smooth microfiber fabrics, and flat stitching for a soft, seamless feel under clothing. Briefs come in multiple cuts for mix-and-match versatility, while coordinating spaghetti strap tops make it easy to create matching sets.    

A series of five images featuring models in various styles of lingerie. The first image shows a model sitting against a blue background. The second features two models posing together in matching blue lingerie. The third depicts the same duo with one model in a grey sweater. The fourth shows a model in a pink and black outfit, holding a bag. The final image presents a model in grey underwear and a cozy sweater, striking a confident pose.

More coverage, same lift: sloggi expands THE UP for AW26  

Following hot on the heels of the successful launch of THE UP from sloggi - its new uplifting, wire-free bra category - sloggi is expanding the range for Autumn Winter 2026 with styles designed to meet consumer demand for fuller coverage and more style, without compromising on the comfort and lift the collection delivers.  

The newest additions include THE UP T-Shirt Bra, designed for consumers seeking a higher neckline and increased coverage with a clean, everyday look. sloggi is also introducing THE UP Bra-Shirt with a softly elevated neckline, and the all-new Bra Shirts, available in both regular and Push-Up fits - dual-purpose styles created for effortless layering and modern wardrobe flexibility.  

Wire-free innovation continues to be a key differentiator for sloggi, particularly as more consumers move away from traditional underwires. Every new style maintains the supportive fit and lifted shape that defined the original launch of THE UP from sloggi - now with expanded coverage options that address fuller-bust needs within the wire-free space.  

THE UP T-Shirt Bra will be featured within sloggi ZERO Feel, sloggi ZERO Feel Bliss, and sloggi ZERO Feel Pure. THE UP Bra-Shirt launches in sloggi ZERO Feel, while THE UP Push-Up Bra-Shirt joins the lace-led sloggi ZERO Feel Bliss series. 

A series of six fashion images featuring models in various swimwear and casual attire, set against a plain backdrop. The models pose individually and in groups, showcasing different styles and colors of swimwear, alongside casual outfits. Some models wear accessories and playful poses, with elements like a pink couch and snacks in one image.

Stay fresh, all day: sloggi launches SLG Base Fresh  

sloggi is bringing all-day comfort and freshness to menswear with the AW26 launch of SLG Base Fresh. Designed for softness, comfort, and a revitalizing feel, this new series comes with GOOD FRESH DRY TECH - meaning super-fast drying with advanced moisture-wicking technology.  

This range is made for men who expect more from their everyday basics. Think soft, light cotton-blend fabrics that are gentle on the skin but also wick away moisture and keep you feeling cool and dry all day. It’s comfort without compromise - perfect for office days, workouts, or just chilling at home.  

SLG Base Fresh features sloggi’s endless waistband and ergonomic pouch design for all-day comfort. Briefs, Trunks, and Shorts are available in convenient duo packs, with Tank Tops and T-Shirts also in the range. Basic colours and everyday design make it a must-have addition to any wardrobe. 

 

Visit the sloggi team to see the new collection at the INDX National Intimate Apparel Show from 8-10 February 2026, Cranmore Park Solihull. 

Register here: https://indxshows.co.uk/shows/intimate-apparel  

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