Hue is bringing its colorful legwear to a new generation with a bold brand refresh and campaign.

Since 1978, Hue has used color as its calling card to bring women a range of fun hosiery, socks , leggings , sleepwear, shapewear, and more. Now, with Millennials and Gen Z in mind, the legwear brand is doubling down on an expanded product offering, new distribution points and a renewed focus on digital and cultural relevance.

“Today’s Millennial and Gen Z consumer is really looking at legwear in a very different way than the older consumer did,” Julia Towsend, president of Hue’s parent company Kayser-Roth , told WWD in an interview. “The older consumer may have thought of legwear, socks , tights, sheer hosiery, and even leggings as practical. The Millennial and Gen Z consumer rea

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