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Long hours spent in front of a computer can take their toll on a woman’s body, and pain—not posture—is usually her greatest concern at the end of the day.
But proper alignment can alleviate some of those aches, according to Vivian Lee, the founder and CEO of Kinflyte, a new women’s lifestyle brand focuses on back-saving staples.
“I had chronic neck and back issues, and I think that was compounded by having two young kids, commuting three hours a day and spending a lot of time doing desk work,” Lee said. She began looking into the different posture braces and tops on the market, but when it came to finding a fix that provided both support and aesthetics, she came up empty-handed.
That’s when Lee, who spent the past decade working in video games and interactive software, decided it was up to her to devise a solution. Two years ago, she began consulting with experts in performance apparel, design and biomechanics to create a garment that would mitigate the posture problem while providing relief from pain.
“I wanted something that didn’t look medical,” she explained. “I thought, ‘What is more essential than a bra and underwear?’ It’s something you have to wear every day.”
Lee connected with Columbia Sportswear veteran Michelle Rose, who designed the company’s outerwear from 2002-2007. They collaborated on the Kinflyte products’ look and feel, keeping in...