Fashion
This Canadian Intimates Brand Is Reinventing The Underwire Bra
Fashion
This Canadian Intimates Brand Is Reinventing The Underwire Bra
It’s underwire—but make it comfy.
If you’ve ever worn a wire bra, you’ve almost certainly experienced the pinching, digging, and overall tightness that comes along with it. Maybe you’ve even given up your wire bra for good like Canadian brand Knix did—until now.
Most well-known for their uber-comfy and supportive wireless bras (I wear mine regularly), Knix began over 10 years ago as a company that wanted to disrupt the intimates space with leakproof underwear and comfortable bras. Today, the company is launching its first-ever underwire bra, the FreeFlex™ Demi Bra, with a promise to reinvent everything you thought you knew about bras.
“Unlike traditional wired bras, theFreeFlex™ Demi Bra features a fluid, adaptive underwire made of flexible carbonized wire (not metal!) that flexes and moves with your body,” says Michelle Adams, senior director of brand marketing at Knix. “It offers all the lift, separation, and support you want—without the stiffness you don’t.”
It’s also made with lightly lined, molded demi-cups, creating a smooth style that you can feel confident in whether you’re wearing a T-shirt or a low neckline.
The bra—available in 42 sizes from A to E—comes in a selection of classic and limited-edition colours and will run you $75.
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