Bree McKeen and her team of female engineers redesigned the bra to fit all women more comfortably

Bree McKeen was told by a lot of people the design of the bra couldn't change. Nonetheless, she created a company called Evelyn & Bobbie where she and a team made up of all female colleagues brought the bra's design to the modern age. The hope of this new design was to give women improved comfort and support over traditional bras.

McKeen first conceived the idea of a better bra in 2007 when she visited her chiropractor due to consistent bra discomfort throughout her day. It was not due to her posture. It boils down to one major design flaw of the bra: the underwire, a structure dating back to the 1930s. McKeen saw this outdated feature and did it away it.

The bra from Evelyn & Bobbie is seamlessly constructed without the need for an underwire, and the wearer can choose to have it on with straps or not. The fabric wraps around the woman's chest to focus on using the wearer's chest and torso muscles, rather than relying on their shoulders to handle the weight.

None of the bras made at the company come with bra sizes. McKeen and her team were able to do this by making 3D models of hundreds of women of all sizes, thereby developing an algorithm to accurately detail a woman's ideal bra size based on a handful of measurements. Evelyn & Bobbie dumped the numbered cup system so none of the women who purchased their bras felt self-conscious about their fit, wanting them to find an ideal size that made them feel comfortable.

McKeen started Evelyn & Bobbie as a Kickstarter campaign in May. The goal of the campaign was to raise $88,000, but the bra surpassed it to raise over $400,000. The bra comes in a wide variety of skin colors and is available to preorder for $188, to start shipping in early December.

Evelyn & Bobbie

Bree McKeen was told by a lot of people the design of the bra couldn't change. Nonetheless, she created a company called Evelyn & Bobbie where she and a team made up of all female colleagues brought the bra's design to the modern age. The hope of this new design was to give women improved comfort and support over traditional bras.

McKeen first conceived the idea of a better bra in 2007 when she visited her chiropractor due to consistent bra discomfort throughout her day. It was not due to her posture. It boils down to one major design flaw of the bra: the underwire, a structure dating back to the 1930s. McKeen saw this outdated feature and did it away it.