Ranked by fit, comfort, support, and invisibility
Photo: Courtesy Harper Wilde Like mattresses, glasses, bedding, and cookware, bras have become one of the most competitive products in the direct-to-consumer, start-up world, with several new brands popping up in recent years. Predominantly led by female founders, these companies are chipping away at the longtime dominance of certain hypersexualized lingerie brands by offering what they claim to be comfortable and better-fitting bras.
Support: None of these are sports bras, so I’m not looking for something to keep my breasts in place during a HIIT workout, but how do they handle everyday walking around or going up and down stairs? One of the first bra start-ups, True & Co. was founded in 2012 and quickly made a name for itself with its online fit quiz that uses an algorithm to determine your correct size and body type. True & Co. has since been acquired by PVH but still relies on the quiz to predict your best fit. When I tried it out, it correctly identified the size I’m most comfortable in and labeled my shape as “Shallow Bottom Happy,” accurately describing my smaller breasts that could use a little lift.
Surprisingly supportive for a wireless bra, this one has a tight-fitting band that helps hold everything up. Since the band is thick on the sides and in the back, there’s little room for spillover. The full, lightly molded cups are lined with a perforated material that helps with regulating temperature and staying dry. I tried these out during the fall, but I imagine this would wick away the dreaded underboob sweat on a hot summer day. One limitation of Tommy John bras is the sizing.
$68 at Cuup Buy ThirdLove 24/7 Classic T-Shirt Bra Fit: 2 | Comfort: 2 | Support: 2 | Invisibility: 3 At first glance, two-year-old Harper Wilde seems like just another company hopping on the start-up-bra bandwagon. It’s got a fit quiz, a robust social media presence, and a curated selection of just six bra styles . The size range isn’t quite as inclusive as some of the others, but there is a bit more variety in terms of skin-toned bras.
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