500,000 orders for ‘weight loss’ shorts
06/11/2012
The company was founded in July 2011 by Dessi Bell, who was looking for a quicker way to lose weight before her wedding, and who says that wearing the clothing while exercising increases body temperature, burning more calories. 'Each product incorporates fast-wicking, odour absorbing fabrics,' she said.
The neoprene construction is lined with Celu-Lite technology and was tested at Brighton University, where a study found the shorts increased effectiveness of exercise as well as energy expenditure while resting - however, some fitness experts have said the weight loss could be attributed to perspiration.
More than 500,000 units have been sold in 119 countries and the company expects to turn over £10 million this year.
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