It’s over 100 years since the New Yorker Mary Phelps Jacob patented the US’s first “backless brassiere”. While seeking an alternative to her inelegant, visible and restrictive corset, Jacob strung two handkerchiefs together with pink ribbon, creating an original undergarment that would become the blueprint for the everyday bra we’re familiar with today.
Only, somewhere along the line, something went wrong. What started as a liberation in terms of style and comfort has for many women become a burden once more. Despite the many technological, engineering and manufacturing developments made during the past century – consider, for example, the development of walking boots, rain jackets or even the fabric of men’s shirts – the standard-issue women's bra remains stubbornly stuck in the past.
This is where Evelyn & Bobbie steps in. Founded in Portland, Oregon in 2011 by CEO Bree R McKeen, Evelyn & Bobbie have spent the last six years attempting to answer a remarkably simple question: why is it that women blame their bodies for discomfort rather than the products that create it? Today’s bra is a mass-produced garment intended for a mythical, prototypical woman. It assumes all bodies are equal, symmetrical, malleable: bra-shaped rather than body-shaped. The underwires and protruding elements that Jacob despised in her rigid corset are back and more painful than ever, scratching, prodding and bruising women’s bodies. It’s time to think again.
“I come from a family of problem-solvers and makers,” says McKeen, who named Evelyn & Bobbie for her aunt Bobbie and grandmother Evelyn, two brilliant and completely different women whose legacy she intends to honour. “When I set out to uncover the path to a better bra, I took note of how much progress I had seen in running shoes. It was immediately clear to me that beauty, support and comfort can indeed exist in the same package.”
Evelyn & Bobbie utilise the rigorous research, testing and performance standards associated with running shoes or outdoor clothing to provide stunning lift and comfort without the need for straps or underwires (though straps are still available for those who prefer them). EB has spent years reducing thousands of body scans, billions of data points and 3-D models to create the perfect bra – fitted to your body with only three simple measurements.
This is about more than just comfort. Evelyn & Bobbie’s mission goes way beyond clothing – it’s about changing women’s expectations. Evelyn & Bobbie’s Everyday Bustier is available on Kickstarter right now; Limited time offers. Limited quantities. 53% off retail.
More info: kickstarter.com
Evelyn & Bobbie - Time To Rethink Your Bra
Evelyn & Bobbie Trailer
