SQUEEM’s idea of shapewear

Enhance versus hide is at the heart of their “Body Glam” concept. CEO Thiago Passos, fourth generation, talks us through the company’s developments and strategies.

When and why did you decide to enter the US and Canadian market? How are you currently distributed?
My father, Amaury Pasos, who is the third generation of the founding family, brought the business to the U.S. and Europe in the early 2000’s. He created our initial vision that Squeem could become a global brand. He single-handedly opened the operation in North America in 2001 and Europe in 2004. The North American retail and consumer landscape is such a thrilling one: strong players, high expectations, and a restless innovation that is challenging to any brand.  Squeem is sold through a wide range of retail outlets including apparel boutiques, plus size shops, bridal shops, lingerie shops and online retailers, such as David’s Bridal, Lane Bryant, Yoox, Barenecessities.
Which are your market expansion objectives? Any target countries?
We want to consolidate our presence across most of the distribution channels and markets in the US. We see opportunities in all growing segments and tiers of the market where consumers demand premium, high performance, shape shifting products. Currently we are focusing on better, bridge and high end intimate apparel stores, who can offer tailored fitting services to customers and guarantee a premium experience.
Can you tell us something about your brand DNA and concept?
For decades, we have been using our Brazilian point of view to re-design the concept of shapewear. Upholding a tradition of quality and impeccable attention to detail since 1936, our family has been contributing to the beauty and fashion world with passionate innovation. Curves are very much admired in Brazil, we use this admiration to fuel our commitment to women's natural form which gives a unique approach to product design. Squeem was designed to be the red lipstick for the body. The accessory one wears to highlight something you already love. A concept we call “Body Glam.”
Which innovations best define your collection?
One of the many new aspects to our collection is the introduction of two-way stretch fused fabric. This fabric offers high compression without sacrificing invisibility, making Squeem perfect for everyday use.
How many sizes and styles are you offering? Which are your best sellers?
All our best sellers and the majority of our products are available up to 10 different sizes. Squeem is launching mid and high waist products, all featuring shorts, briefs, straps, no-straps, which we like to think of as a 'shade palette' for the body. The collection is intended to be the foundation of every great outfit. We want to inspire women to feel confident and comfortable. Our collection is centered around two key products, “Perfect Waist” Contouring Cincher, and the “Seductive” Open Bust Vest, both available from XS to 5XL in both black and beige.
What is the retail price point of the range for the US?
Our collection ranges from $55.00, for our new “Chic Vibes” Mid Waist Brief, all the way to the $95.00 of our “Sensual Curves” Open Bust Mid Thigh Bodysuit.
What differentiates Squeem from other shapewear products?
We take a new approach, instead of trying to 'hide flaws' we have invested in top technology to provide curve-creating products that could highlight the body. Squeem is here to change the conversation around shapewear. We see shapewear with the same eyes as we see make-up. It’s the accessory you wear to highlight something you already love. It’s the concept of glamorizing your most loved attributes. A concept we call “Body Glam.”