Finding the perfect bra shouldn't be a challenge. At iteration, we made your dream of ultimate comfort our design mission. By rethinking every element—from the cloud-soft fabric to the 'magic' anti-slip straps, or using different support methods and plushy closures—we're not just making bras but reshaping expectations. Read on to discover how we're breaking away from the discomfort of traditional bras to create something you'll love wearing every day.
Wayyy back, in the summer of 2023, we asked the Co-Lab community to describe their dream bra in their own words. To no one's surprise, the #1 theme that women dreamt about was a comfortable bra. So, of course, that made comfort the number one in our design process.
To fully understand how to make the most comfortable bra ever, we had to dig deep into why typical bras are so uncomfortable. Before we dive into the specific details, let's take a step back and examine a couple of overarching points that can't be forgotten.
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First, bras have never come from a place of comfort historically. The precursor to the bra was the corset. During the Renaissance, corsets became a foundational garment to emphasize a narrow waist and accentuate the bust – despite gravity and natural female anatomy. If you think bras are uncomfortable, try being stuffed into a garment that inverts your insides into an ice cream cone shape made out of whalebones. Not fun. So, there's a long legacy of discomfort in the bra's historical lineage.
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Second, traditionally, bras and other things that affect exposure to the female body have been inherently hijacked by the motives of men and the male gaze. A 12th-century French guidebook on the art of love, La Clef d'Amors, suggested, "If you have a beautiful chest and a beautiful neck, do not cover them up, but your dress should be low cut so that everyone can gaze and gape after them." You can be sure the author wasn't a woman. We've seen this continue into the modern day as well. From the sexy covers of magazines and lingerie designs that require Houdini-style body contortion to get on and off to the notorious Victoria's Secret Angels fashion shows – historically and in modern times, many intimate garments were designed to satiate men. It was about sex appeal and male desire. It was never about female comfort.
With those essential aspects in mind, it's not hard to see why comfort in bras has remained elusive even in current times. However, simply saying bras are uncomfortable doesn't quite get to the depth and breadth of the problems. So we went again to our community to help us understand the magnitude and range of ways bras continue to be uncomfortable. The results were eye-opening.
When we asked the general open-ended question, "What is the most frustrating part(s) of your current bras?" we got a range of responses that revolved around comfort. Which part of the bra got the most complaints? Beating out underwires, bands, closures, elastics, and fabric, the straps were the winner (or loser in this case).
Yet, every single component of a bra had complaints, which shows how wide-ranging the issues of comfort span. To help you understand some of the most significant issues related to comfort and, more importantly, how we are addressing them, here's a summary of how we are making iteration bras more comfortable:
Fabrics
You complained that "materials are icky," "plastic," "itchy," "scratchy," "hot," and "sweaty." Our outer fabric is a natural modal for a super soft feel. Not only that, we also tested dozens of models for the softest we could find, the one that felt best against your body and that held up to repeated wash cycles. Modal is also naturally breathable and moisture-wicking.
Underwires
Your frustrations about wires spoke volumes, "underwire hurts," "underwires poke me," and "wire digging into sideboob/back fat." We've ditched the underwire and replaced it with a hidden interior power mesh for smooth shaping to create a wireless bra with support you will love.
Bands
You protested about "bottom bands rolling or digging," "bands ride up or are too tight," and "bands dig into my ribs." Instead of traditional spandex like most brands, we use an advanced elastane with unique stretch-to-strength properties. Translation: our elastic band has the strength to hold and get the job done, but it does it without digging since it has a better compression profile and body contouring properties to help with rolling.
Straps
You agonized over how "straps hurt," "straps dig", "straps don't stay up," "too narrow," "straps hurt and dig," "strap loosens and slides." Like our underbands, we use a super-power elastane with better body contouring properties. Our straps will give a solid hold without digging, and our front adjusting design and convertible racerback option mean you've got more ways to change the strap position to make it work best for your body.
Closures
Your biggest complaint about closures was how difficult putting on back-closure bras can be. Many of you were looking for front-closure options. While we don't offer this at launch, we are really excited to co-create it with you in the future. A
ll of the iteration back closures use extra-padded hook-and-eye fasteners, so you can be sure they're comfy.
Our team is stoked about the upgrades we’ve thoughtfully designed into iteration bras to make them more enjoyable to wear. We engineered comfort into every single component, detail, and design feature of each style of iteration bras
Join us on our mission to redefine comfort in women's intimates. Explore our collection, become part of our Co-Lab community, and help us design the future of comfortable bras. Your perfect fit awaits—experience the iteration difference today!
