Source: Supplied
A women-owned small Australian business left so disappointed by the fashion tapes on the market that it launched its own water-soluble and sweat-resistant clothing adhesive that can be applied directly to skin in glue form for a stronger grip on clothes has rolled out its liquid fashion tape into more than 400 Priceline stores across Australia.
CLUTCH Glue co-owners and sisters, founder and CEO Annabel and creative director and marketing manager Lucy Hay, launched the Sydney-based business in December 2022 to help people wear whatever they want, whenever they want, by offering a more reliable, sustainable, effective and seriously strong alternative to fashion tape.
From stopping bike shorts from riding up to keeping low-cut tops in place and shirt cuffs rolled up, CLUTCH Glue users can apply the clothing adhesive to their skin before placing clothes on top.
After use, they can then gently peel their clothes away, with any residual glue coming out in the wash or with a wet cloth.
Annabel Hay told SmartCompany that the partnership with Priceline was a massive win for the small business.
“The results speak for themselves, I think we’re now the third most successful product in Priceline within the first week of its launch, which...
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