RTW Retailwinds launches digital-first lingerie lifestyle brand 'Uncommon Sense'

By

Gabriella Lacombe

Published
Apr 26, 2019

RTW Retailwinds, formerly known as New York & Company, has unveiled Uncommon Sense, its new digital-first lingerie lifestyle brand.

The brand, which launched at uncommonsense.com on April 25, offers a debut range of bras, panties, sleepwear, and swimwear designed to solve the common problem women encounter when it comes to comfort and longterm wearability in the categories of lingerie and leisurewear. Prices typically range between $12 and $80. 

An edited assortment of the brand's pieces will be available at New York & Company stores and at nyandcompany.com soon, the brand said.

Uncommon Sense will be led by Pam Rice, who will serve as brand president. She comes to the role with over 25 years of industry experience, including work as executive vice president and GMM of Victoria's Secret. 

“We are at a defining moment in our corporate reinvention," said Greg Scott, chief executive officer. "Our recent introductions of two new digitally-native brands reflect the team’s ability to leverage our competitive assets and infrastructure across design, digital, customer, and operations to develop and bring to market brands that address specific whitespace competitive opportunities.”

Much like Chico's newly launched digital-first lingerie brand, the Uncommon Sense e-platform will feature supporting stories alongside its products, including content on health and wellness, travel, and style.

Uncommon Sense marks the latest in the RTW Retailwinds portfolio, joining brands including New York & Company, Fashion to Figure and Happy x Nature, Kate Hudson’s first ready-to-wear collection.