Business Opportunities Weblog

June 26, 2007 by Rich Whittle | 2 Comments

The Journal News:

Stylish women everywhere, take note: Leslie Wilkins has the cure for the fashion affliction known as “plumber’s butt.”

Perhaps you’ve experienced this horror. Those low-cut pants seem OK when you leave the house, without a trace of underwear or tushie-cleavage visible.

But by the day’s end, you’re doing the dreaded tug-and-pull, yanking those sliding trousers to a more appropriate position above the hips.

Wilkins’ invention – the isABelt – has solved that dilemma for those who refuse to give up their low-rises. The flat, transparent plastic belt adjusts to the waistband of a pair of pants, keeping them firmly in place.

“It’s such a simple idea that makes so much sense,” says Wilkins, 43, a mother of three from Armonk. “Somebody had to do it.”

Right now, the isABelt is available at 13 tri-state area boutiques.
And it’s already a hit with shoppers: Wilkins has sold 300 belts in less than two months.

Photo by Mike Roy.

In Inventions | 2 Comments
Tags: Niche, Startup