Williams Trading article

(Note: This story appears in the June 2021 issue of SE Magazine)

From the brand that has brought you iconic lines like Fuck Me Silly and King Cock comes HookUp Panties, an exciting new line designed to provide versatile pleasure to lingerie.

Victoria, Pipedream Products has a secret ready to share with the world. No, Pipedream isn’t planning on expanding into the big-box lingerie realm. But it is unveiling a line, HookUp Panties, that promises to revolutionize the product category of vibrating panties—as wearable pleasure products.

“There’s been vibrating panties before, they sell really well,” says Pipedream’s Rob Phaneuf, but there has never been vibrating panties like these before. This sexy collection will really take date nights to a whole new level.”

“We know lingerie, and especially vibrating panties, are a big thing. Women love them, couples love them, and they’re great gift ideas. We wanted to re-imagine wearable pleasure and take that concept a step further. We improved the panties and the craftsmanship — everything, really — and added some new functions to the mix.” — Pipedream’s Kristian Broms

HookUp Panties is a collection of 10 different lingerie styles that range from one vibrating utility to three vibrating functions; some have remotes, some have vibrating bullets, some have anal plugs, some have all three. The panties all connect via Pipedream’s HookUp Plug, courtesy of Kristian Broms, chief design officer for Pipedream Products.

“Because Pipedream is doing it, of course it’s not going to be just another line of panties,” says Phaneuf. “These are panties for pleasure and panties for play.”

This isn’t Pipedream’s first foray into lingerie actually. They first dabbled with their Fetish Fantasy line, which includes everything from harnesses to strap-ons to a ball cinch. And yes, Fetish Fantasy certainly offers items for women, but nothing as sleek or sophisticated as HookUp.

“Everything is made to fit and to function,” says Phaneuf. “It’s a whole new take on a category that we feel could be improved upon.”

It’s true, there are manufacturers who make a vibrating pantie and more varied retailers may have a section in their store catering to vibrating panties, “but I haven’t seen a cohesive line of the same thing,” adds Phaneuf.

The last time Pipedream Products released a new line was its PDX Plus collection of masturbators, which proved to be a success as it now numbers 18 SKUs.

By comparison, HookUp Panties are boasting 20 SKUs fresh out of the gate. There are 10 styles in two sizes: one size fits most (OSFM) and plus-size. Eight of the 10 styles are black with the other two offered in white with blue accents (think weddings, honeymoons, or a promising date night). The products’ design underscores HookUp Panties’ versatility — that is, to be enjoyed by the wearer solo or in hot anticipation of what the night may entail.

A dynamic double threat
Kristian Broms stood surrounded by mannequins outfitted with various lingerie designs, some ultimately meant to go no further than the cutting-room floor. Yet it was all part of a meticulous behind-the-scenes process.

“HookUp Panties have been through an extensive development period in order to make sure the fits are right and the look is right,” says Broms. “All of them have gone through several different size and design changes. These are the final 10 out of dozens of styles that we worked on.

“Even after arriving at the finalists, the work didn’t end there as there were continual refinements to the cut, sizing and fit, so they fit the way they should,” Broms adds. “We didn’t just slap something together, a lot of thought and effort went into this line. I think customers will appreciate it and it definitely will show.”

Masterfully straddling the line between effectiveness and aesthetics was one of the biggest tasks Broms had to navigate in designing HookUp Panties. Some of the panties that feature the HookUp Plug, for example, only work if the plug is hooked up. Otherwise, they are perfectly trendy pieces of lingerie.

“We may not be a lingerie company, but these panties are fun and sexy and bring a fresh twist to the category,” says Pipedream’s Mona Madrigal. “No one has made a beautiful, wearable pleasure pantie yet that can do all these things, still look good, and fill a void in the retail space. We think there are a lot of ladies out there that are ready to try something a little bit more naughty and take their game to a new level. Think of these panties more as pleasure devices than lingerie and we’re shipping them with a beautiful planogram including signage that will look amazing on retail walls.”

“Women are excited to find out that we have something they can wear and stimulate them during their normal routines and still get pleasure from — something that’s cute, sexy thrilling and feels amazing underneath everything. We have provided a sexy little secret nobody needs to know about except the wearer.” – Pipedream’s Mona Madrigal

Therein lies the double threat HookUp Panties pose: pantie and pleasure product. Phaneuf points to the panties’ affordability compared to similarly priced silicone vibrators (MSRP ranges from $39 to $99). Attached to the bottom of the HookUp Plug is a band/strap with a loop and that hooks around the butt plug. So, the butt plug is contoured and tapered to fit and nestle between the butt cheeks for a comfy fit.

“Wearers can have it on all day,” says Madrigal, likening it to the female version of Pipedream’s immensely popular Ass-Gasm products. “That’s what’s so important about the construction of these things; every little curve and every little bend really does make a difference.”

Whether it’s the Bow-tie Bikini, the Triple Teaser, Boy Shorts or the Remote Bow-tie G-String, these panties provide a vast array of pleasure. All HookUp products are rechargeable and use the same cord to charge the bullet and the remote — and all insertable components are made from Pipedream’s Elite Silicone.

“We know lingerie, and especially vibrating panties, are a big thing,” says Broms. “Women love them, couples love them, and they’re great gift ideas. We wanted to re-imagine wearable pleasure and take that concept a step further. We improved the panties and the craftsmanship — everything, really — and added some new functions to the mix.”

As Phaneuf stresses, Pipedream isn’t competing with big-box lingerie, but rather, addressing a void in the pleasure market. Namely, that anal pleasure has been predominantly oriented toward men.

“There’s a lot of firsts with the line,” he says. “I think just addressing anal pleasure for women with the HookUp Plug is something that hadn’t been available before.”

“It’s a little-known secret that many women love anal, too,” adds Madrigal. “There’s not much out there that’s addressed that because it tends to be a taboo subject. Women are excited to find out that we have something they can wear and stimulate them during their normal routines and still get pleasure from — something that’s cute, sexy thrilling and feels amazing underneath everything. We have provided a sexy little secret nobody needs to know about except the wearer.”

For more information, visit pipedreamproducts.com.