When do you feel the most comfortable in your bra? Ok, yes, for one, when it's completely off! Agreed. Some may argue that not wearing one is a form of woman liberation from restrictions--we hear you! This brings to question: what is a bra supposed to do anyways? Well if we ask the ancient Greek women who used to wrap a piece of cloth around their bossoms, it's supposed to provided comfort and protection. So, where are we in that spectrum? Presently, the bra seems to be taking revolutionary steps once again in a time where we are being receptive to our diverse bodies and accepting their individuality. In this comes Evelyn & Bobbie, a start-up of women engineers and designers aiming to revolutionize the bra with high-tech technology, better architected design, and personalization.
Inspired by her own daily discomfort and pain from her bra, Founder and CEO Bree McKeen envisioned something better; a blend of functionality and design. This prompted her to redesign the bra which hasn't been done substantially since 1933 when the underwire was introduced, she mentions. To start, the brand 3D scanned hundreds of women to learn more about the physiology of breast. They have also scratched-off the standardized measurement bra chart and instead created a new sizing and design system resulting in more size options. It's called EB Match--smaller measurement increments for more precise fittings. The wearer takes three measurements which then are match to their EB Match system to obtain the suited bra for her. This can be done at home or at a Fit Salon coming to cities across the country.
The proposed 3D dimensional Everyday Bustier has been in the works for three and half years. In terms of what it's made out of, they use innovative materials found in aerospace for optimal support and movement management. For the most part, it's seamless and uses memory foam among other materials as padding to mold and work with the shape of the breast. This means less-to-none pressure points and marks. Structure wise, the bustier is primarily designed in 3D dimension without straps (but does include a versatile pair, if you're not ready to let go) and is technically made to lift and support from the core and evenly distribute weight, ditching the underwire. The revolutionary promising bra closes at the front and is currently offered in a diversified range of nude shades--a scientific palette developed to match real women's skin tones.
So how much does this highly reengineered bustier cost? The current Kickstarter pricing for two Everyday Bustiers is $158 compared to regular pricing at $188. They are set to be delivered during December 2017. Although the brand is currently at Kickstarter stage, they have surpassed their proposed raised amount in a matter of days and built an army of women rethinking their bras and lined-up to give this new architected designed bra a try. So what do you think, is it time to join this bravolution? What would you change about your bra?
Written by Mariana Aguilera