Bree McKeen, founder of Evelyn & Bobbie, identified a significant issue with traditional bras after suffering from discomfort and tension headaches. The existing design, patented in 1931 by Helene Pons, had remained largely unchanged for decades. McKeen, with a background in medical anthropology and an MBA, realized that her bra was contributing to her pain. This insight led her to pursue a patent for an underwire replacement, marking a significant shift in the bra industry, which is projected to grow to nearly $60 billion by 2032.
"When I stand like this, I get pain from my bra. The physiologist explained it was a neuromuscular feedback loop, or the body's automatic response to pain, like a pebble in a shoe."
"Here I am doing all this work to carry myself with authority and poise, and my bra, I find out, is totally doing the opposite. You don't have to tell your body to curl around the pain. It just does."
Read at Fortune
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