UK firm Become makes basics using tech to battle hot flushes

By

Sandra Halliday

Published
Nov 6, 2017

Older women often complain that the fashion industry neglects them but a new UK apparel range has been unveiled to target one specific need they have as it’s been designed to regulate the body temperature during a hot flush.

Become is a range of basics claimed to help women manage the most common symptom of the menopause as hot flushes currently affect 10m women in Britain.

This is, perhaps ‘wearable technology’ that’s more relevant to many women than what its more commonly known as wearable tech. The new range uses “scientifically developed fabric technologies to address sudden surges in heat, profuse sweating and extreme chilling sensations associated with the hot flush.” 

The seamless knits are claimed to wick moisture and heat away from the body as temperature increases. When the body begins the rapid cooldown, it “transfers the heat back to prevent the chills while staying dry.”

And while the products are likely to resonate most with an older demographic, the company said that it can actually be of use to younger consumers as women can start getting hot flushes as early as their mid-30s. 

It said that “by challenging the representation of menopausal women, Become is changing the conversation making it easier for women recognise their experiences and helping them to manage their symptoms.”

The launch comes as the firm claims that no major apparel brand has developed technology to address an issue that 75% of women face. The range includes items such as tank tops and briefs with prices starting at £19.