UK startup company ActivePosture has teamed up with the California based apparel innovator AlignMed to introduce Posture Shirt 2.0 to the UK market. Unlike traditional compression shirts, the Posture Shirt does not overtake muscle functionality or brace its user. Instead, it makes the user aware of his or her posture. This process leads to the activation of the back muscles making these stronger. As it is the muscles doing the work, not the shirt, over time the user will gain muscle memory and still feel the effect when the shirt is not worn. This ensures that after around 6 months, the user will no longer be dependent on the shirt, but will be able to feel and correct the posture without wearing it.

They have appointed Whitehair.co to handle all PR and publicity.

activeposture.co.uk