A bra that completely re-imagines design, fit, shape and comfort has made its pre-sale début this week: the KewiBra uses floating technology to lift all the weight of the breasts and give a fully customized fit for cups sizes D, DD and above.
Flaunting its revolutionary form and promising women with larger cup sizes relief from pain and discomfort, the Kewi Bra has a strapless design with two inner cups that hold the bottom of each breast for a custom fit, offering support without applying pressure on the shoulders, back or neck. Wrapped in a thin, breathable fabric with internal straps on each side of the cup, two inner cups fit each breast like a sock, adapting to size and shape while holding and slightly suspending the breast within the bra.
Unlike traditional bras, this tailor-made fit means that one breast being larger or smaller than the other does not affect the support, effectiveness or wearability of the garment. Also, thanks to the utterly unique floating system devised by the bra developers and a team of engineers, the Kewi Bra helps to minimize the appearance of ‘bouncing’ or ‘shaking’ while running or jumping.
Muyiwa Olumide, founder of the Kewi Bra said: ”Kewi started with a question that came from genuine discomfort. In 2009 after experiencing major discomfort and pain in her shoulders and back, a friend of mine asked a simple question out of frustration: “can you design a bra that doesn’t hurt my back?” We worked together in my basement starting with a basic needle, thread and scrap materials. After revisiting the drawing board countless times over a four year period, a conceptual model was finally developed that could not only lift all the weight, but also give a custom fit.”