For many young female-identifying shoppers, the experience of buying a first bra is daunting. Not only is it an unfamiliar product category to explore, but the messaging around such items — either hyper-sexualized à la Victoria’s Secret, or woefully juvenile — can be a turn-off to anyone who already feels caught between the identities of adolescent and adult.
Two recent Western University grads, Chloe Beaudoin and Jessica Miao, had their own struggles as tweens while trying to find undergarments that were relevant to both their needs and tastes, and more recently, Jessica’s sister was also finding it difficult to seek out a bra that spoke to her. And it prompted them to launch Apricotton, a forward-thinking brand that puts the wants of its young customers first.
“We were discussing it one day [and realized] there hadn’t been any innovation in the bra industry in decades,” recalls Beaudoin of the ideation … Read the rest