Hanky Panky, the premium underwear and lingerie label, has announced its next category expansion. Following its spring swimwear category debut, the brand will be entering the structured bra market next year; its first collection of underwire bras is slated to launch mid-summer 2024, with a second drop planned for fall 2024.

“We are one of the few brands specializing in intimates that does not offer structured bras because it has taken us time to find the right partner to deliver on our brand identity and the quality and fit our customers have come to expect. We’re thrilled to enter a new product category next summer with the launch of this collection and confident that we’ll be delivering the same great fit and comfort in our structured bras that our iconic panties deliver,” chief executive officer Brenda Berger told WWD.

Hanky Panky is partnering with Ariela and Associates International, the largest women-owned intimates company in the U.S, to deliver the new line.

Styles from Hanky Panky.

A look from Hanky Panky.

Courtesy of Hanky Panky.

The debut collection is designed to be size inclusive — up to G cup for the launch — and crafted in the brand’s USA-made Signature Lace (the fabrication used in their well-known Signature Lace thongs). Prices and number of styles within drop one will be available closer to the launch date, with additional styles and fabrications slated to roll out through 2024.

“Hanky Panky has a very loyal fan base developed over decades around their Signature Lace panties. Hanky Panky sells one panty on average every 10 seconds. Customers have been asking for structured bras (Hanky Panky currently offers bralettes) for a long time so they can buy sets and get the same uplifting experience their panties provide but now also with their bras,” the brand added of the category expansion.

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