Futuresinfocus

Everything needs to change in the way that we design and build bras. Ideas like rear hooks, underwire and clearly articulated pain and discomfort from compression bras have been a consistent design failure. They do not last long, yet the materials used in them have very long biological breakdown periods. There are some exciting ideas around printed inks, sensors and new printed materials. The industry argues that the challenge is that women choose the wrong size. Yet the reality appears to be around different design and medical issues.Our expert talks with us about how women do not want to wear their mothers’ bra design. Our expert believes that this a wicked problem worth solving.