THE INSIDER – American correspondent Asi Efros gets up close and personal with Everviolet.
As I was listening to Keira Kotler, a Founder and CEO of Everviolet, the narrative of an everyday hero unfolded. What had spun from a personal tragedy some years ago, evolved into a life-transformative experience for Keira and for many women she has supported. Here is our conversation and story of Everviolet, a unique lingerie brand.
Was there an event in your life that compelled you to create your company?
Everviolet was born out of my personal experience with breast cancer. I was diagnosed at age 40 following a routine mammogram. Shortly after, I underwent a bilateral mastectomy followed by reconstruction surgery. My recovery from the operation went as well as could be expected, but I was shocked to discover that getting dressed in the morning became one of my greatest challenges. The lingerie I wore before the procedures no longer fit. I tried on over 200 bras in six months but nothing offered me the comfort, fit or elegance I wanted. The more women I spoke with about my struggles, the more I learned how universal this issue was – yet not just with newly-diagnosed women like myself. Decades-long survivors as well as women facing a myriad of other changes—pregnancy, other illnesses, disability, skin sensitivity, menopause, even puberty, claimed there were no bras that met their evolving needs. So, I founded Everviolet with the mission to help women reclaim or renew a sense of self and femininity following change, enabling them to feel comfortable and confident through all phases of life.
“I feel like I have a secret weapon stashed beneath my clothes! I feel absolutely beautiful and confident every day I wear my Vela Bra and Brazilian set. Thank you for your hard work and dedication to making these gorgeous garments that help us feel seen and whole once again.”
What were your most meaningful memories of that time?
By far the most meaningful memories came from the women I met and continue to meet through Everviolet. Whether they are business collaborators, community members, or customers, the impact of our mission attracts the most kind-hearted, passionate, and badass women. I have had so many moments in which a woman emerged from a fitting room with tears in her eyes, claiming that she never thought she could feel this pretty again. These experiences propel me to push forward, even on the most challenging days and give me a phenomenal sense of purpose. Everviolet is about lifting women and helping empower them to be their best selves. I’m astonished by the strength, grit and resilience of females. I’m particularly grateful for the relationship I have with my business partner, Meghan Langston. She plays an important role in Everviolet’s success, and I’m happy to call her one of my closest friends.
How has your collection resonated with the community of women that has undergone breast surgery and other procedures?
The most common feedback we receive is that our customers can’t believe our garments have built-in support and added functionality. Most look at our pieces and assume they’re just pretty lingerie but then are pleasantly surprised to learn about all the attributes our garments possess. Everyone wants to feel beautiful and comfortable in their skin, and we constantly receive praise from women who never thought they’d feel as good as they do in our lingerie. We strive to evoke this reaction with every piece we create. Since we also serve a lot of women with medical conditions and histories, we take great pride in using only natural, sustainable jerseys that are good for the body and the earth. Our community appreciates our commitment to being environmentally responsible in the ways we manufacture, market and ship our packages.
“Although I’m large-busted, Everviolet offers me the support I need, even when chasing around my two kids. I never thought I could ever feel this comfortable in a bra. I literally never want to take it off.”
Why have you chosen these specific styles, colours, and materials for your collection?
Everviolet’s pieces are aspirational, comfortable, and empowering. Our colours, fabrics, and styles all reflect these qualities. Style-wise, the collection ranges from gentle pieces to very supportive ones and has several necklines and straps to meet a variety of body types and preferences. All of our bras are also adjustable to accommodate fluctuations in weight, swelling, and size. It took us a whole year to find the right materials, which are the highest quality, certified sustainable jersey, and ultra-soft lace. From the start of designing this collection, I said that I wanted each piece to feel like a hug, and that is what they do. The colour inspiration comes from my other career as a professional painter and photographer where I focus on the power of colour to influence our moods and emotional states. Each colour selected for the Everviolet collection has specific intentions behind it. For example, our signature mauve is a soft violet with lots of grey tones in it. This colour is psychologically calming and soothing, as well as one that nurtures spiritual wellness. I wanted our collection to stand out amongst the big sea of black, white, and nude and offer inspiring, uplifting colors to give women a spring in their step.
“As a post-menopausal woman who has not had breast cancer, I love the fit of the Astrid Bralettes. They are easily wearable for many occasions, offer discretion, and soften the appearance changes in my breasts and torso due to aging. Not to mention, they fit perfectly and feel completely luxurious!”
How have you achieved such perfection in your stylistic language and what inspires you?
I have always had a very clear point of view as a designer. I’m not one to focus on trends. I prefer timeless, classic silhouettes that are flattering and easy to wear. Because we are proponents of slow fashion, we believe in buying quality clothing that endures the test of time versus trendy pieces that quickly fall out of fashion and ultimately end up in landfills. With a background in brand creation and marketing, I also know how critical it is for all aspects of a business to be consistent and aligned. I designed the Everviolet collection based on what I desired post-surgery and, in the years, following. I wanted intimate apparel that was elegant and feminine as well as comfortable and adaptive to my new body. These values drive everything we create.
How does Everviolet perform in the retail and e-commerce environments?
Everyone loves us! Our customers include Gen Z’s, baby boomers, and everyone in between. Women who have had medical/physical challenges and women who have not; people transitioning their gender and women of all shapes, sizes, and body conditions. We are continuously innovating around additional needs people have. One of my favourite things is collaborating with individuals and medical professionals to understand how to serve my customers better. As far as the actual shopping experience is concerned, our website is extremely user-friendly, but it’s always nice to touch and feel our fabric’s softness. They literally feel like suede.
Bay Area Photographer
“At first glance, the bras look simply like beautiful bras. Then you notice not a single detail was taken for granted, but rather decided upon purposely to give back a sense of luxury and support. Wearing an Everviolet piece is ‘self-care’ to me.”
How do you see the future of your brand?
I see Everviolet becoming the premier, omnichannel intimate apparel brand globally for all women. With forthcoming extensions into new product categories and sizes, we will soon be able to meet the needs of an even greater market. Beyond the impact of our clothing, however, I see Everviolet as a thought leader and a movement, helping to change the world and the ways we approach and discuss aging, illness, disability and other meaningful life events. We, as a culture, put so much stock into how we look that oftentimes, our happiness is derived from how others perceive us. But I strongly believe that the time is now to lean into what matters most: the kindness of spirit, generosity, community, health, family, and friends. It’s time to let our life experiences positively impact others, to communicate our truths safely with heart, openness, and realness.
The name Everviolet is a play on the word “evergreen”. The colour violet represents our inner, spiritual worlds. So, Everviolet represents something strong and unwavering in the face of a storm that shines beauty from the inside out. When we feel comfortable and confident in our clothing and our skin, we radiate that energy outward, and in turn, lift others. And when we lift others, we, and the world, are all better. This is the future of Everviolet.
