70. Fit Britches
The cellulite-reducing heated underwear with a growing celebrity following
Founder: Farnaz Khan
Founded: June 2012 (launched January 2013)
Farnaz Khan created Fit Britches after problems regaining her ‘silhouette’ after having children. No matter how she dieted or worked out, her “mommy tummy” remained. Rather than giving up the ghost, Khan spent four years of her own time and money coming up with a truly remarkable solution: a pair of ‘heated pants’ that increase the wearer’s core body temperature, driving up blood circulation and metabolism and potentially allowing them to drop up to three dress sizes without expending any additional energy.
Khan was inspired to start selling the garments after comments from friends and family on her weight loss. Within a week of launch, her ‘Skinny Knickers’ were featured by TOWIE star Gemma Collins on ITV’s This Morning, and growth has been explosive ever since. Indeed, coping with huge worldwide demand for the Fit Britches range has been the biggest challenge. The garments have now sold in 50 countries worldwide via its website, with coverage from an untold number of press outlets and celebrity fans including Jessie J and Kim Kardashian. It would be very surprising if Fit Britches doesn’t continue its remarkable ascent, especially with plans for a major crowdfunding round en route to launching in the US.