New line planned
Slick Chicks has framed itself as being for everyone, rather than specifically for disabled people. “We are all always moving in and out of states of disability,” said Perry, giving an example of how she might be disabled trying to reach a high shelf in a store but is more able-bodied than many when it comes to moving around a skatepark.
This gets at the idea that although disability can be spoken about in terms of the barriers disabled people face, brands could also be thinking about inclusion, said Martyn Sibley, co-founder and CEO of Purple Goat Agency, a disability-focused and -led agency, which isn’t affiliated with Slick Chicks. Products could be altered to become “more flexible for more segments of consumers,” rather than simply creating something that is only meant for one type of consumer, he said.
Part of inclusion and accessibility includes price point, which “is high” for Slick Chicks’ products, said Meryl Alper, associate professor of communication studies at Northeastern University whose focus includes disability in digital media. The brand's underwear ranges in price from $22 to $39 per pair, in comparison to $16.99 for a six-pack of Hanes from Target.
To address this, the brand is creating a less expensive line which will launch in the second quarter of this year, said Mohammadian.
Slick Chicks is sold by retailers including Target, J.C. Penney, CVS, Nordstrom, American Eagle lingerie brand Aerie, QVC, Lane Bryant and Zappos, according to Mohammadian.