- American pantyhose brand L’Eggs is making a comeback.
- Parade founder Cami Téllez is executive creative director.
- Téllez said L’eggs is modernizing for Gen Z shoppers 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 Gen Z in mind.
Executive creative director Cami Téllez, 27, is working to breathe new life into the brand after finding initial success with her underwear startup Parade. Téllez started Parade in 2019 while still in her early 20s. At its peak, the company was valued at $200 million. It was sold in 2023 and Téllez left the company.
“The opportunity to direct the future legacy of the brand was an exciting challenge – it’s an American icon hidden in plain sight, with a significant business spread across nearly 30,000 stores across the country and has an awareness of 60% women American.” Téllez told Business Insider.
Cami Téllez founded Parade before becoming executive creative director for L’eggs. egg
After L’eggs launched in 1969, it quickly became a consumer favorite, known for its colorful egg-shaped packaging and celebrity-endorsed TV commercials.
L’eggs’ dominance was tempered in 2006, when Hanes said in an SEC filing in August that net sales for its hosiery segment had fallen every year since 1995 because of changes in consumer preferences. By the end of 2021, Hanes said in an SEC filing that it decided to divest its U.S. clean socks business — including L’eggs — as a strategy to improve its portfolio.
Private equity firm Windsong Global acquired L’eggs in October.
Now, the brand’s iconic slogan, “Nothing beats a pair of great eggs,” is something it’s trying to convey to modern shoppers, especially in the era of Kim Kardashian’s SKIMS. Kardashian’s company was valued at $4 billion in July 2023.
“I look at Spanx as the innovator of modern shapewear. I see SKIMS as bringing fashion into the shapewear industry, but L’eggs was the OG of hosiery and shapewear brands,” he told Business Bill Sweedler, CEO and chairman of Windsong Global. The insider.
Téllez echoed this sentiment. She said L’eggs is rooted in a mass market strategy aimed at attracting female shoppers wherever they are.
Eggs became popular with female shoppers after Hanes launched the brand in 1969. egg
“We have such a huge opportunity to be able to own the entire fashion foundation category—everything that makes her love her feet, we’re going to be there,” Téllez said. “We’re starting with tights because it’s our DNA, but through 2025, we’ll bring the innovation of our solutions to shapewear, leggings, socks and beyond.”
Téllez said L’eggs has a “very loyal existing customer base” but hopes to create “a new generation of fans for the brand”.
“We will approach growth through several different areas of focus — product innovation, increasing consumer awareness and distribution to make the product as accessible as possible,” she said.
She said L’eggs products will be available in stores like Kohl’s and online retailers like Amazon. Téllez said women will be able to find L’veze in “tens of thousands of existing storefronts,” including 1,800 Target stores this spring.
The brand will continue to offer classic collections like Sheer Energy and Silken Mist while introducing new products like its 360 Contour collection.
“We’re raising consumer awareness across generations by meeting our customers where they are – across new channels like community, influencer and beyond to build a new generation of fans for the brand,” said Téllez.
L’eggs plans social media campaigns to drive interest among new consumers. egg
Part of building the new generation of loyal L’eggs enthusiasts is introducing it to new consumers, some of whom may not be familiar with the brand.
“Building a L’eggs community means creating a space where consumers feel connected to the brand’s heritage while feeling empowered to interpret their fashion in their own way,” said Téllez.
One of the ways L’eggs plans to do this is to engage Gen Z and Gen Alpha on social media.
“Inspired by my experience with Parade, we will focus on two things: creating a dialogue and inspiring expression,” said Téllez. “This will include engaging content, including social media challenges that invite users to share how they style eggs, and community-focused activations that bring together diverse voices across generations – which is critical to DNA- in e L’eggs as a 55- year-old brand.”
The brand also plans to lean into the culture surrounding style and fashion through partnerships.
“This means working with celebrity designers to incorporate the L’ eggs into street style, showing how versatile tights can be styled across designer collections,” said Téllez. “Collaborations with fashion brands will also play a big role in expanding L’eggs reach; by aligning with brands known for iconic print and colour, we are demonstrating that tights can be essential to a contemporary wardrobe. “
“By placing L’vezët alongside industry tastemakers, we’re not just present in fashion spaces – we’re actively contributing to their narrative,” she added.