You probably remember the viral Kickstarter bra that was deemed "magical," a "masterpiece" or as Mic put it, the "bra of the future."
The "Evolution Bra," as it is called in actuality, is made without underwire, able to be worn straight or cross back, designed with high performance, anti microbial, quick dry and moisture wicking fabrics and is reversible with eight different ways to wear it. Phew.
Bras were not originally a part of Joanna Griffith's agenda when she launched the lingerie company Knix Wear. With her first line of undies, she was looking to create comfortable yet functional products designed by women for women using performance fabric technology.
Little did she know that four years later she would have on of the most successful Kickstarter campaigns ever, garnering over 1 million dollars in sales and selling over 55,000 bras in the preorder alone.
"We want to empower women to do more of what they love," Griffiths said in a phone interview. This includes creating products that can work in all aspects of a woman's life — from yoga class to work to happy hour.
"Historically there have been fashionable, super sexy lingerie and on the flip side there are the functional products like the so-called granny panties," she explained. "I think there is a space to marry technology with a design that can dramatically change the way women feel."
Her transition from producing underwear to bras was a natural one and was inspired by a multitasking coworker working in the Knix Wear office.
"She wanted a bra she could wear all day without having to change," Griffith said. So she created it. After testing the product on over 70 women of all different cup sizes, the team was ready to fundraise on Kickstarter.
It might not have been our favorite product, but positive reviews on the company's website suggest that it might work for others. "The evolution bra has been groundbreaking for me," one person wrote. "I was dubious! but wow! my DD's are the comfiest and perkiest they've been in a long time," another said.
Although the bra wasn't what we had hoped, it did raise our expectations about what we'd want to see in a bra, as well as reminds us about all of the terribly uncomfortable bras already on the market — especially for bigger chests.
From Victoria's Secret to department stores, as one woman explained in a viral video back in April, there simply aren't enough bras catered toward a wide audience. We thought the Evolution bra might've been the answer to our prayers, but it's not. So, now it is just a waiting game to see what is next.
The "Evolution Bra," as it is called in actuality, is made without underwire, able to be worn straight or cross back, designed with high performance, anti microbial, quick dry and moisture wicking fabrics and is reversible with eight different ways to wear it. Phew.
Bras were not originally a part of Joanna Griffith's agenda when she launched the lingerie company Knix Wear. With her first line of undies, she was looking to create comfortable yet functional products designed by women for women using performance fabric technology.
Little did she know that four years later she would have on of the most successful Kickstarter campaigns ever, garnering over 1 million dollars in sales and selling over 55,000 bras in the preorder alone.
"We want to empower women to do more of what they love," Griffiths said in a phone interview. This includes creating products that can work in all aspects of a woman's life — from yoga class to work to happy hour.
"Historically there have been fashionable, super sexy lingerie and on the flip side there are the functional products like the so-called granny panties," she explained. "I think there is a space to marry technology with a design that can dramatically change the way women feel."
Her transition from producing underwear to bras was a natural one and was inspired by a multitasking coworker working in the Knix Wear office.
"She wanted a bra she could wear all day without having to change," Griffith said. So she created it. After testing the product on over 70 women of all different cup sizes, the team was ready to fundraise on Kickstarter.
It might not have been our favorite product, but positive reviews on the company's website suggest that it might work for others. "The evolution bra has been groundbreaking for me," one person wrote. "I was dubious! but wow! my DD's are the comfiest and perkiest they've been in a long time," another said.
Although the bra wasn't what we had hoped, it did raise our expectations about what we'd want to see in a bra, as well as reminds us about all of the terribly uncomfortable bras already on the market — especially for bigger chests.
From Victoria's Secret to department stores, as one woman explained in a viral video back in April, there simply aren't enough bras catered toward a wide audience. We thought the Evolution bra might've been the answer to our prayers, but it's not. So, now it is just a waiting game to see what is next.
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