Hue is bringing its colorful legwear to a new generation with a bold brand refresh and campaign.
Since 1978, Hue has used color as its calling card to bring women a range of fun hosiery, socks, leggings, sleepwear, shapewear, and more. Now, with Millennials and Gen Z in mind, the legwear brand is doubling down on an expanded product offering, new distribution points and a renewed focus on digital and cultural relevance.
“Today’s Millennial and Gen Z consumer is really looking at legwear in a very different way than the older consumer did,” Julia Townsend, president of Hue’s parent company Kayser-Roth, told WWD in an interview. “The older consumer may have thought of legwear, socks, tights, sheer hosiery, and even leggings as practical. The Millennial and Gen Z consumer really sees these as accessories. They really see it as part of getting dressed. And so we’ve built product to enable her to really enjoy that.”
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Townsend, who spent 20 years with Kayser-Roth and Hue before returning in October 2024 after a six-year hiatus, added that the company has expanding its product offering in order to meet the needs of today’s consumer. “We have a number of tights in different opacities and a wide variety of color,” the executive said. “Within our range of tights, we have 25 colors. So that gives you a lot of flexibility to have a lot of fun when you’re getting dressed.”
Other hero products in the range include Hue’s Must-Have Crew Socks, Silky Glossy Tights, Sheer Knee Highs and Ultrasoft Denim. According to the company, the new collections, which launched in August, have already driven a double-digit increase in sales commitments from retail partners, with momentum expected to continue through 2026 as the brand expands distribution.
Current retail partners are mainly department stores like Nordstrom, Macy’s and Bloomingdale’s, but Townsend is ready to expand into new types of retailers.
“We are approaching specialty retail chains like Anthropologie and Urban Outfitters,” she noted. “We have a program for them called ‘Lipstick for the Legs’ that’s highlighting our tights in a range of colors, but kind of repositioning how we think about tights. We’re also targeting beauty stores for next year. So, we’re putting together some really interesting product that takes hosiery into the beauty space.”
Along with these steps, Hue has also launched a new campaign called “Color That Moves You,” which aims to connect Hue’s past and present through movement and cultural storytelling. For the campaign, Hue teamed up with dance studio New York Moves to create a choreographed spot that highlights the brand’s colorful range of products.
Townsend noted that the campaign has already generated strong momentum across digital and social platforms while resonating with the brand’s core audience of women ages 25 to 44, with strongest traction in key markets including California, Texas, New York, and Florida.
“The campaign has received over a million organic views on social media,” the executive said. “So far, there over 300,000 views alone on one of our Instagram posts, which is great. And our Reels and videos continue to get really high engagement, and that’s been wonderful for the brand.”
Looking ahead, Hue is poised to continue its growth path in 2026. “I’m really excited about Hue taking on the legwork category again and really bringing interest into these categories,” Townsend added. “Next year, you will see more new products from us including a range of men’s socks as well as the relaunch of our sleepwear business.”