British brand Wear My Freedom has created the Freedom Bra®, one of the UK’s first wire-free bras that provides genuine support and lift for D+ cup. It outperforms other leading non wired bra brands according to numerous testers and customer reviews, with many saying it provides the level of support and lift you would expect from a wired bra, and it is the most comfortable bra they have ever worn. The increasingly popular Freedom Bra® provides a noticeably enhanced lift for D+ cup sizes in comparison to other high street non-wired bras, thanks to its combination of four-way stretch fabric and M-TEC® foam cups.
During the global pandemic, non-wired bras saw a large upsurge in demand with many women seeking comfort whilst working from home. The Freedom Bra® is free of wires and makes up for the support using innovative design techniques. The signature cross-over centre of the bra is not just part of the sleek design but creates natural separation and prevents irritation. The fabric and straps are soft and gentle on the skin, made of polyamide mix fabric. Scratchy labels have been scrapped, and care instructions are instead printed on the hook & eye. The bra’s wider under band smooths as it lifts and its seam-free design means no cup lines, so it is completely hidden when worn under a t-shirt.
Wear My Freedom was founded by 27-year-old Alexandra Pluthero, a size 32G bra wearer who endured years of pain due to poorly fitted bras and uncomfortable underwires. She quit her high-flying job as an alcohol sales executive to design the bra alongside experts in D+ lingerie. Six months after launch, the founder of Wear My Freedom Alexandra Pluthero has listened to her customers and increased the size range to cater to 28-40 D-GG sizes.
Alexandra Pluthero said: “We have been thrilled with the initial response to Wear My Freedom and it’s really important that we remain customer-centric. So, when I saw that many customers wanted to try the bra but in sizes we didn’t stock, we pivoted immediately to make sure we could cater for even more women. I am so pleased I can listen to my customers and expand this quickly. We now offer a size range that most big high street retailers don’t even attempt to cater for. We have lots of exciting expansion plans after a brilliant first year, our aim is to be the best wireless bra brand for D+ sizes.”
Wear My Freedom has worked hard to offer a highly competitive wholesale package with low minimum orders, fast stock replenishment and high mark ups. The brand is already in discussion with some major retailers and will release three more colours and three brief styles in the summer. There are also plans to launch a sports bra later in 2021, with further styles after that.
