German Lingerie Company Using Tech to Legally Sell Products

Thanks to a new trade directive put into place by the Eurasian Union, which consists of Russia, Kazakhstan and Belarus, lacy underwear could soon be an endangered species. It was meant to protect people from low-quality synthetic fibres, but instead it means retailers across Russia could have to jettison 90% of their stock. In the meantime, a German lingerie brand called Lascana has come up with a way to circumvent the law – 3D-printed underwear.

Working together with Russian designer Viktoria Anoka and Moscow’s 3D Printus, the Hamburg-based firm has plans to launch a new 3D-printed range some time in November. Debuted at the St. Petersburg Technical Fair in June, the lingerie set is laser-sintered from nylon powder and embellished with clamshell shapes.

While the underwear is unlikely to be very comfortable, it seems Lascana has at least found an excellent way to market themselves. Russia’s lingerie market is estimated to be worth €4 billion (over $5 billion), which means the company has plenty of opportunity to stake their claim.

“We are opening the future through the use of promising technology like 3-D printing. It’s amazing, and we were the first in Russia to demonstrate that you can ‘print’ underwear with a printer,” Ksenia Shilkina, the managing director of Lascana, tells the Moscow Times.

On a more serious note, the decision provoked a storm in the Russian media, and actually led to protests in some parts of the union. Kazakh police arrested three women after they tried to put lace knickers on a statue in Almaty on Sunday.

The hope is that the law will be overturned sooner rather than later, but don’t forget you still have the option to buy a set of 3D-printed clamshell underwear from Lascana’s website for $80.

Lascana
Ecouterre

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