A few weeks ago, underwear startup, Wear My Freedom, launched their game-changing wire-free bra for D+ sizes during the lock-down, and they’ve already come off to an incredible start.
Founded in 2018 by 27 year-old Alexandra Pluthero, the company is already backed by a private angel investor. ‘The Freedom Bra®’ challenges the current D+ non-wired bras available in the market; offering “the best support and comfort, with photo evidence to prove it.”
The average UK bra size is 34DD, yet only three of the British High Street’s top lingerie stores stock this size. The Freedom Bra® offers a revolutionary new option for those seeking larger cup sizes.
It provides a noticeably enhanced lift for wearers, compared to their competitors, thanks to its’ combination of four-way stretch fabric, and M-TEC® foam cups.
The Freedom Bra® is not only free of wires, but it also removes other bra pain-points. The signature cross-over centre of the bra is not just part of the sleek design, but it creates a natural separation and prevents irritation.
The fabric and straps are soft and gentle on the skin, made of poly-amide mix fabric. Scratchy labels have been scrapped, and care instructions are instead printed on the hook and eye. The bra’s wider under band smooths as it lifts and its seam-free design means no cup lines, so it is completely hidden when worn under a t-shirt.
Alex Pluthero, founder of Wear My Freedom, is a size 32G, who endured years of pain due to poorly fitting bras and uncomfortable underwires. She quit her high-flying job as an alcohol sales executive to design the bra, alongside experts in D+ lingerie.
“I’ve always struggled to find bras in my size. They were either unattractive or uncomfortable – often both. The underwire was invented over 50 years ago and I thought to myself – why hasn’t there been more innovation here? So, I set out on a mission to rid women of uncomfortable and outdated bras so that they never have to sacrifice comfort or style just because of their size.
Generally, bras have not been made by women for women, so I wanted to create a company that is really female-focused. For far too long the industry has been about wearing underwear for the pleasure of someone else. A vast majority of our team are women and we want to design bras that truly make women, and only women, happy, secure, and comfortable.
We advertise openly with body positivity too in our modelling shots. We’re also supporting vulnerable women through a bra donation service.“Alex Pluthero, founder of Wear My Freedom
Wear My Freedom offers a bra donation service, in collaboration with Free The Girls, which helps survivors of sex trafficking by giving them an income, selling bras second-hand.
Customers can select a free donation mailbag at checkout and post any of their unwanted bras back to Wear My Freedom, who then donate them to the charity.
Wear My Freedom has also done away with the tissue paper and endless plastic when packaging their bras, preferring to send them in a simple box made from a mixture of recycled and recyclable materials.
After two years of hard graft, Wear My Freedom finally launched The Freedom Bra® in June 2020. It’s currently available in Black and Clay shades, sold in sizes 32-38, D-G.
RRP is £55.00, through www.wearmyfreedom.com, and is available to wholesale stockists upon request.