January 31, 2023 2 min read

COVID brought many changes to the way we live, including the underwear we reach for. It has accelerated the uptake of unwired bralettes as consumers move away from structured bras which have been painfully digging into too many of us for too long.

For some women, the bralette has become our answer. Many of us, however still don’t have an option we’re happy with. An option that feels not only comfortable, but elevates our day like the spritz of a perfume we love after the shower.

Bralettes can be fabulous if you don’t need much support or shape, or if you’re happy with a sports-bra type of squish and support, complete with uni-boob effect (and, for many, unpleasant between-bust sweat). Even loyal bralette wearers profess a need for a more classically shaped moulded-cup bra for certain outfits.

“I mostly live in bralettes but they don’t work for every occasion, sometimes I need a beautiful classic bra that provides a flattering profile under clothes.” Small-busted colleague and bralette fan.
“I couldn't venture outside without underwires as I feel my boobs would be bouncing so much…bralettes would work well for the first 10m and then start giving in and lose any lifting effect.” Big-busted Reddit user.


Every woman at some point has experienced an uncomfortable bra, 70%+ of us are in them right now. This discomfort is more frequent in wired bras, which require a precise fit (which alludes 80% of us) and great engineering (surprisingly rare).

“I hate underwired Bras. I have been professionally fitted for several and always feel they dig in my ribs. Can't understand how anyone could wear them all day.” Mumsnet user.

The argument for a structured, but more flexible, bra.

A few years ago I went to a physiotherapist who diagnosed me with hyper-mobility. I’ll never forget his exact words in describing why this was bad “imagine a car held together by rubber bands”, my reply “that doesn’t sound good at all”.

Yet, this is exactly how most wired bras are constructed - a single, hard wire is held tight to the body by imprecise, stretchy pieces of fabric.

In many cases, the cups themselves are held together only by a teeny tiny piece of rigid material, no wider than a finger. Even a NASA engineer would struggle to make that combination stable!

How is a more flexible, structured bra is better

Like a good pair of shoes, a good bra needs to be firm in the right places while minimising friction points. Our goal with the low-backed bra was to create lift and support, while spreading any pressure as evenly as possible across the body.

I was inspired by Japanese bras in creating this silhouette - they use boning and flexible wires, resulting in hugely comfortable bras with lots of lift. Unlike the Japanese bras, we’ve tried to keep ours minimally padded, preferring to flatter and support what you have.


The combination of flexible boning, flexible wires and a robust centre-front results in a bra that is supportive and much more comfortable, for all bust sizes.

We’ve created two bras - one for small-medium sized breasts and one for larger. We’re betting that once you’ve tried yours, you won’t look back.


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