Wednesday, 17 June 2020

Go Wireless - support for bra sizes D+

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Maëliss Demaison - unspash
Contemporary bra company, Wear My Freedom, has launched the Freedom Bra®, one of the UK’s first wire-free bras that provides genuine support and lift for D+ cup.

The average UK bra size is reportedly a 34DD, but with only three of the British High Street’s top lingerie stores stocking this size, the Freedom Bra® offers a revolutionary new option for those seeking larger cup sizes.

The Freedom Bra® provides noticeably enhanced lift for wearers in comparison to competitors, thanks to its combination of four-way stretch fabric and M-TEC® foam cups.
According to the experts at Wear My Freedom, other non-wired options on the market either lack the support needed, and are often cited as old-fashioned, over-sexualised or uncomfortable.

The Freedom Bra® is a non-wired bra created specifically to give modern women the shape and support they need, without the age-old, pain-inducing wire and impractical lace and frills of the past. The weight-distribution within the bra has been engineered by D+ cup specialists for both comfort and support.

The Freedom Bra® is not only free of wires but also removes other bra pain-points. The signature cross-over centre of the bra is not just part of the sleek design but creates natural separation and prevents irritation. The fabric and straps are soft and gentle on skin, made of polyamide mix fabric. Scratchy labels have been scrapped, and care instructions are instead printed on the hook & 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.

Wear My Freedom was founded by 27-year-old Alexandra Pluthero, a size 32G bra wearer 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.

She said: “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 So, I set out on a mission to rid women of uncomfortable and outdated bras so that they never have to sacrifice comfort or style just because of their size.”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 you, and only you, 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.”

Wear My Freedom offers a bra donation service in collaboration with Free The Girls, which helps survivors of sex trafficking, giving them an income by selling bras in the second-hand marketplace. 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 its bras, preferring to send them in a simple box made from a mixture of recycled and recyclable materials.

Wear My Freedom launched in June 2020 has currently The Freedom Bra® available in Black and Clay shades, sold in sizes 32-38, D-G cup, RRP £55.00. It is currently exclusively available on www.wearmyfreedom.com but is available to wholesale stockists on request.