How These Female Engineers Reinvented The Bra
Evelyn & Bobbie set out to make a bra women might actually look forward to wearing. That means no straps, no wires, and no tags.
All her life, Bree McKeen deeply resented her bra.
Nearly every style she owned–hundreds of dollars’ worth in her drawers–featured medieval underwires that dug into her ribcage and constricting straps that irritated her shoulders.
“As I started talking to other women, I realized I was not the only one,” says McKeen, 37, the founder and CEO of Evelyn & Bobbie. “We are all experiencing this. Somehow we were getting the message that it was just us–that everybody else was rushing into the lingerie store and coming out fulfilled. Nobody’s doing that.”
In 2007, McKeen visited a chiropractor and physiologist because she believed her posture was to blame for her constant bra discomfort. Upon examination, the doctor informed her that her posture was fine, but that she needed “to go down…
