Care to know what happens when few female engineers and designers gather around to brainstorm about bra manufacturing? Innovation and comfort go hand in hand and create a bra without underwire with great support system that doesn’t hurt or discomfort the body.

The sizing system is reimagined; the team used 3D technology to scan hundrends of women’s bodies to create an algorithm that allows identification of optimal fits with only few measurements. So fit is nearly customized. Colours are also in line with different skin shades in order to make the bra invisible.

All these are brought to us by Evelyn & Bobbie. A brand created by the need of founder Bree McKeen to finally find comfort and joy in her everyday bustier. The company is female founded and female led. Their campaigns include real female figures, with curves, birth marks and variant skin colours. Healthy women whose bodies are well treated and respected in all their diversity.

I could be delighted with this bra reevaluation. But the price is forcing me to slow down my festivities. Of course I understand how prices configuration works. Nevertheless, I long for the day when great sustainable design and quality come along with affordability as these products’ traits would be the only ones out there. I know, long story sort - maybe consider to dedicate another post about it!

For now I am super glad to watch brands like Evelyn & Bobbie emerge. The first steps are being made…