Founded by intimates expert Wendy Herman, BRABAR is revolutionizing the intimate apparel industry for teenage girls by prioritizing comfort, fit, and self-confidence.
With over two decades of experience, Herman was inspired to create BRABAR after a series of eye-opening bra-shopping experiences with her teenage daughter. Recognizing the strong connection between intimate wear and self-esteem, the label strives to empower young girls by shifting the conversation from body image to comfort as the foundation of confidence.
BRABAR understands that the journey of adolescence is filled with a myriad of emotions and challenges. The impact of unrealistic expectations and social media on teenage girls cannot be underestimated. As young girls navigate the complexities of growing up and embracing their changing bodies, the brand emerges as a guiding light, transforming the way teens shop for bras and encouraging them to prioritize comfort.
From soft cotton to everyday basics made with wire-free support, the brand’s core range introduces an array of styles to choose from. The Everyday Bra features double-layer fabric, removable contour pads, and targeted bust support while the Longline Cami Bra lifts and separates the bust with a chic keyhole in the back. Elsewhere, the Soft Cotton collection gets updated in heather grey with two designs: the Rib U Back Bra and Rib Racer Bra.
Offering an extensive range of sizes and styles, BRABAR’s mission is to ensure that every teenage girl finds the perfect fit. The brand focuses on educating girls about the importance of band size and proper fit while promoting a positive message of self-acceptance and confidence. Plus, it’s more than just a bra—it’s a movement that is reshaping the intimate apparel industry and empowering young girls everywhere.
Hey Wendy! Can you share the story behind founding BRABAR and how your personal experiences with your daughter inspired you to create a brand focused on Comfort and confidence for teenage girls?
I have a daughter, and I spent my career in Intimates; after several frustrating bra-shopping experiences with my then 15-year-old daughter, it made me look at the intimate apparel category from a different point of view. We were looking for bra sizes and styles that were not readily available in any store; I knew what to buy, the products were unavailable, the measuring inaccurate, and the experience was polarizing.
BRABAR was born out of a desire to educate teenage girls about fit and the importance of wearing the right size bra; because comfort is the foundation of confidence and feeling good, looks good. We are reimagining bra shopping for the next generation. I noticed a space in the market for teens, juniors, and young women needing bralettes and wire-free bras with support; many bras in the market need to be more supportive and size-inclusive, especially for full busts.
Wearing BRABAR is as if a bralette and a sports bra had a baby. BRABAR bras were designed for petite and full-busted girls who need smaller bands, larger cup sizes, or more support. BRABAR bras are easy to wear for AA, A, and B Cups and supportive for the larger cup sizes C, D, DD, and DDD.
Having over 20 years of intimate apparel experience, what do you think is the most significant challenge young women face when shopping for bras, and how does the brand address that challenge?
Shopping for bras can be a terrible experience and we’ve heard the statistic that eight out of ten women are wearing the wrong bra size. Miseducation starts in our teens, and we hope to break the cycle. We believe that every girl should know how to find her bra size. Our EZ-fit method teaches young women to find the correct band measurement: essential to a proper fit.
Women today do not know how to measure themselves, and wearing the wrong size bras. Popular brands will sister-size girls into the bra sizes they carry; instead of offering proper sizes.
Unrealistic expectations and social media have been negatively affecting girls’ body image. Out of curiosity, what strategies does BRABAR employ to counteract these influences and promote a healthy self-image for young women?
Shifting the conversation from body image to self-love. BRABAR strives to encourage girls to recognize that she is her strengths, weaknesses, dreams, passions, accomplishments, failures, and everything in between. Her body is just one aspect of the amazing, dynamic individual that she is. There is a strong connection between intimate apparel and how girls feel about themselves. Coming of age opens floodgates of information and emotion for girls.
Unrealistic expectations and social media are negatively impacting the psychological development of teen girls. Embarrassment about changing bodies and growing up escalates girls’ concerns about body image
Comfort is the foundation of confidence. We achieve comfort through finding the right bra, proper fit, and teaching girls to shop by band size. We are changing the way teens shop for bras! Getting into and wearing a bra that is just the right size is fundamental!
The brand also aims to teach girls to shop by band size and prioritize proper fit. Can you explain why this approach is essential and how it ultimately contributes to Comfort and confidence?
Many women shop by the cup size and are surprised to learn that bra size is the variance between your band (rib cage measurement) and over-bust measurement; properly fitting your bra band is to hug your rib cage, and cup capacity is then compared to the band size.
BRABAR’s mission is to educate the girls of Generation Z and Alpha Gen on fit and the importance of wearing the right size bra because Comfort is the foundation of confidence.
We offer an extended size range and teach girls what band size means, and encourage them to shop by band size first. The bra band should feel snug, like a hug, to support the weight of the bust. We instruct girls on how to measure and hope that she feels empowered to get it right. We want to instill that knowing your band size is crucial to a good fit. Genetically full-busted girls need a level of support not otherwise available. Bra options aimed at teens often offer little in the way of coverage or support. Today many teens are wearing bra bands that are too big and cup sizes that are too small.
These are the products readily available, and they remain unaware. Many available products are designed for women and do not correctly fit teens and young women. High school and college-age girls do not have women’s bodies; teenage bodies can be narrower around in circumference with breasts set closer together. Small bands with larger cup sizes are not readily available in terms of style or fit for teens. Girls can also develop fuller breasts and increase cup sizes while maintaining the same band size/torso measurement.
Knowing your band size is essential to a good fit, and we are teaching young women to find the correct band measurement. We are servicing bands 28, 30, 32, 34, 36, 38, and also catering to the petite circumference of some full-busted high school and college-aged teens. The cup on the BRABAR bralette will grow with her as she grows.
As the founder, I’m sure you’ve obviously learned a lot, not only about intimates but how they affect your body and self-confidence. What are your long-term goals for the brand, and how do you plan to continue making a difference in the lives of young girls?
I want to help girls grow up feeling good in their bodies and knowing what they are capable of. This is about the bigger picture: showing her how to control and care of her body and changing the conversation. It’s not only about her physical self; it’s about the essence of who she is and how she feels about herself at this critical time in her life. There is a very direct impact that physical development has on self-confidence—feeling comfortable in her skin, with herself, her body, and her mind.
A girl in Seventh grade will walk straight into Victoria’s Secret PINK and pick up a 32AA when her torso is 28 inches around; and then in school, she raises her hands in class, and the bra band rides right up over her breasts. It gets exponentially worse from there as at this very critical point in their development; they’re bombarded with this overly sexualized messaging.
We see the girls start to hunch over, and stop making eye contact. They stop playing sports, and they compare their bodies and their bra sizes to their sisters, cousins, and friends. There is a very strong connection between intimate apparel and how girls and women feel about themselves. I felt like I had a rare lens on this issue. Our goal is to give girls the tools in their toolboxes to be their best selves. We want girls to grow up impressing the world with what they have to offer.
Lastly, what advice would you give to parents or caregivers who want to support their teenage daughters as they navigate the challenges of growing up, body image, and self-confidence?
At this time in their life, there is a considerable disproportionate emphasis on the body; we want to focus on them as a whole person and their body as a component. We need to read how they are feeling and give them the space to accept the changes they are experiencing, respect their privacy, and communicate openly and supportively. Each person’s experience is different and deeply personal.
Do not let your child overhear you talking to your friends or family about their development or things they feel are personal to them. Please provide them with the information or products and empower them to make the choices best for them.