So far, four products have been launched – a back brace with cool pads, sacroiliac belt, shoulder brace and back massager.

The seed of the idea came from a meeting with the London Spine Clinic (LSC) where the designers realised that people don’t understand back pain and the products that could help them alleviate it, both in the short and long term. The LSC had identified five zones where back pain most commonly occurs and so Seymourpowell’s task was to help design products to target those areas.

A key aim in the design was to allow the user to take positive steps to improve their back but importantly to also not make them feel as though they were wearing a medical device.
“Our aspiration was to create a set of products that not only did good, but made the user feel good about wearing them. We wanted to match the attention to detail and production values of today’s sportswear and performance equipment products,” explains Matthew Cockerill, Seymourpowell’s associate design director.

The design and development process, which lasted two years, involved many rounds of prototyping and subsequent user testing. “With our development process we worked closely with the LSC to assess our prototypes as we developed the products,” Cockerill describes.

“One of the key things we got from them was the idea to try and tackle the source of pain in several ways in the same product. For example, the back brace we have incorporates hot and cold patches to allow for an increased level of pain relief,” he adds.

The result is a range of back products that embody a modern aesthetic, yet portray a quality-assured medical product that is easy to wear and functions affectively. The bac< range and brand is part of Handsome Ltd in the UK – 


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