For years, Bree McKeen struggled with daily discomfort and pain from her bra. In her quest to find a better bra, she found the industry was hardwired to churn out the same ill-fitting, uncomfortable bras.

When McKeen pondered whether a quest to improve the bra was worth potentially giving up her current career, her mentor told her, “Even if you make an incremental improvement, that’s super meaningful.”

McKeen launched her own company in 2013 to do what no one else in the market was doing: rethinking exactly how the modern bra is structured.  Evelyn & Bobbie is a woman-led team of female designers and engineers with a mission to be the “most innovative intimate apparel company in the world: rooted in technology and the celebration of the natural form.”

“I really grew up with a lot of creative freedom and kind of a do-it-yourself

[mentality],” says Keen.  Her Aunt Bobbie always told her, “If you can’t find what you need, make it.” So that’s exactly what she did.  She has done more than re-architect the modern bra. Evelyn & Bobbie has also reimagined the entire sizing system. There are no cup sizes to order.  No arbitrary body size numbers to combat women’s issues with judging their weight.  And there are five nude shades to accommodate a wide range of skin tones.

Read more about how how this female-led business is working to solve a female-centric problem. You may pre-order yourself a new bra. You may rethink how a present challenge may be your next opportunity.

You may do both 😉  xo gro