The BRABAR movement

In 2019, BRABAR initiated a transformative shift in the bra industry by launching the "Shop by Band" initiative, a strategy designed to address the widespread issue of improper bra fit that affects 8 out of 10 women. This initiative emphasized the critical role of band size in achieving a proper fit, challenging the industry's long-standing focus on cup size as the primary measure. By highlighting that 80% of bra support comes from the band, BRABAR redefined the foundation of bra fitting, encouraging a more accurate and supportive approach with the BRABAR Fit Guide.

This shift was not just about educating consumers; it was also a strategic move to influence the entire industry. By introducing the "Shop by Band" initiative, BRABAR set the stage for its broader movement aimed at standardizing bra sizing methods across the U.S. This standardization effort focused on promoting the rib cage method, which provides a more precise and consistent way to measure and fit bras, as opposed to outdated and often inaccurate methods like the "plus 4" or armpit (APIT) techniques.

BRABAR’s strategy was to give the industry time to adopt these changes, encouraging brands and retailers to reevaluate their sizing practices and shift towards a more consumer-centric approach. This meant prioritizing the true needs of the wearer—accurate sizing, comfort, and support—over traditional, less effective methods. By advocating for transparency and accuracy in bra sizing, BRABAR pushed for greater accountability within the industry, encouraging brands to be more responsive to the needs of their customers.

As a result of these efforts, BRABAR has driven substantial changes in how bras are designed, sized, and fitted. The teen and tween bras and bralettes of BRABAR are designed to be comfortable yet supportive.  With the use of the "Shop by Band", we carry 28-40 Band Sizes and AA-DDD/F-Cups.  We have everyday bra options like the Everyday Convertible Bra with J-Hook and Everyday Bra.  In addition, there are halter bralette options like HUG Lace Halter Bralette and HUG Backless Halter Bra Top.  A beautiful lace bralette option is the Soft V Lace Reversible Bralette.

Brands and retailers have increasingly adopted the rib cage method and have begun to focus more on the band size, leading to bras that fit better and provide the necessary support. This has created a more consistent and comfortable experience for consumers, who are now better informed and empowered to choose bras that truly meet their needs.

The movement has also fostered a more transparent and customer-focused approach within the industry. Brands are now more likely to provide clear, accurate sizing information and are more responsive to customer feedback, leading to improvements in the overall quality and satisfaction of the bra shopping experience.

In essence, BRABAR's "Shop by Band" initiative and the subsequent movement have not only redefined the standards for bra fitting but have also initiated a broader cultural shift towards better-fitting, more comfortable, and more supportive bras for all women.

Why the Rib Cage Method Matters: Understanding the Math Behind the "Shop by Band" Initiative

In 2019, BRABAR launched the "Shop by Band" initiative as part of its broader mission to revolutionize bra sizing and fitting practices across the U.S. This initiative was not just about changing the way bras were marketed; it was about fundamentally transforming how women understand bra sizing and fit. Central to this effort was the promotion of the rib cage method, a more accurate and supportive way to determine bra size compared to the outdated +4 method. In this article, we’ll explore the math behind these methods and demonstrate how they impact bra fit using specific measurement examples.

The Rib Cage Method: BUST Minus BAND = CUP

The rib cage method is a straightforward approach to bra sizing that focuses on the relationship between the band size and the cup size. This method involves taking the underbust measurement (the band size) and subtracting it from the bust measurement (the fullest part of the chest) to determine the cup size. This approach ensures a snug, supportive fit because the band size is measured directly from the ribcage without adding extra inches.

The +4 Method: An Outdated Approach

The +4 method, by contrast, is an older sizing technique that adds four inches to the underbust measurement to determine the band size. This method was developed at a time when bras were made from less stretchy materials, and the additional inches were meant to provide comfort. However, in today’s world of more flexible fabrics, this method often results in a band that is too loose, leading to inadequate support and discomfort.

How the Methods Compare: Four Examples

To illustrate the difference between these methods, let’s examine four specific measurement examples:

Example 1: 28 Underbust and 34 Overbust

Fit Comparison: The rib cage method results in a snug 28 band with a DDD/F cup, offering full support. The +4 method, on the other hand, results in a 32 band, which is too loose, and a B cup which is too small, leading to poor support and potential spillage.

Example 2: 32 Underbust and 36 Overbust

Fit Comparison: The rib cage method results in a properly fitting 32D bra with adequate support. The +4 method gives a loose 36 band with an AA cup, which will likely cause the band to ride up and the cups to feel empty and unsupported.

Example 3: 36 Underbust and 44 Overbust

Fit Comparison: The rib cage method provides a snug, supportive 36G bra that accommodates the full bust. The +4 method results in a 40D bra, which may cause the band to ride up and the cups to cut into the breast tissue, leading to discomfort and an unflattering shape.

Example 4: 30 Underbust and 37 Overbust

Fit Comparison: The rib cage method results in a supportive 30G bra that fits snugly and provides proper lift and shape. The +4 method, however, creates a 34C bra, which will likely cause the band to ride up and the cups to be too small, leading to spillage and discomfort.

The Impact of the Rib Cage Method

These examples clearly demonstrate the difference in fit between the rib cage method and the +4 method. The rib cage method, as promoted by BRABAR through the "Shop by Band" initiative, ensures that the band fits snugly, providing the necessary support and allowing the cup size to correctly accommodate the breast tissue. The +4 method, in contrast, often leads to a band that is too loose and cups that are too small, resulting in poor support and an uncomfortable fit.

Why the "Shop by Band" Initiative Matters

The "Shop by Band" initiative was not just about changing how bras were marketed; it was a strategic and educational approach aimed at transforming both consumer understanding and industry practices. By promoting the rib cage method and the EZFit formula, BRABAR has made significant strides in shifting the industry away from outdated methods and towards more accurate, consumer-focused sizing practices.

This progress is ongoing, and while many brands are reexamining their size charts and fitting methods, there is still much work to be done. The BRABAR Movement for change continues to push for these necessary adjustments because we understand that for the customer to truly win, the entire industry must evolve.

A Better Fit for All

The rib cage method is more than just a new way to measure bras—it’s a step towards a more supportive, comfortable, and accurate bra-wearing experience for women everywhere. By educating consumers and driving industry-wide change through the "Shop by Band" initiative, BRABAR is committed to ensuring that every woman can find a bra that truly fits, offering the support and comfort she deserves. The journey towards industry-wide adoption of these practices is ongoing, but the progress made so far demonstrates the positive impact of the BRABAR Movement.

The Strategic and Educational Approach of the BRABAR Movement: Transforming Bra Sizing with the "Shop by Band" Initiative

In 2019, BRABAR embarked on a mission to revolutionize bra sizing and fitting practices across the U.S. with the "Shop by Band" initiative, a key component of the broader BRABAR Movement for change. This initiative was not just a campaign but a carefully crafted strategy to educate consumers and transform industry practices. The goal was to fundamentally shift how women understand bra sizing, focusing on the importance of band size and its direct relationship to cup size, while pushing the entire industry towards more accurate and consumer-centric practices.

A Movement to Make the Entire Industry Change

At the heart of the BRABAR Movement was the understanding that for consumers to truly win, the entire industry needed to change. It wasn’t enough to simply educate women on how a bra should fit; the industry itself had to adopt new standards and practices that prioritized accurate sizing and consumer well-being. The "Shop by Band" initiative was a crucial first step in this journey, but the ultimate goal has always been to ensure that every woman, regardless of where she shops, can find a bra that fits her properly.

The BRABAR Movement: A Catalyst for Industry-Wide Change

The BRABAR Movement was not just about educating individual consumers—it was about driving systemic change across the entire bra industry. Through the BRABAR Movement, we sought to transform industry practices by challenging outdated methods and encouraging brands to reexamine their size charts and fit strategies. We knew that for consumers to truly benefit, the industry itself needed to evolve. The "Shop by Band" initiative was the first step in a larger effort to make the entire industry rethink its approach to bra sizing and fitting.

By promoting the rib cage method and the EZFit formula—BUST minus BAND equals CUP size—BRABAR pushed the industry to move away from flawed sizing techniques like the "plus four" and armpit (APIT) methods. This educational approach was essential in shifting the focus from cup size to band size, helping women understand that the band is not just a secondary measurement but the foundation of a bra’s support.

Significant, Yet Ongoing Progress

BRABAR’s efforts have already led to significant shifts within the industry. Many brands are now relooking at their size charts and fit methods, gradually adopting more accurate sizing techniques. However, this progress is just the beginning. The reality is that for true change to take hold, the entire industry must continue to evolve.

By leveraging tools like the Wayback Machine to track how the fit was discussed before and after the BRABAR Movement, it’s evident that our influence has already begun to shift the industry’s language and philosophies. Brands across the U.S. are starting to unite around the global standard rib cage method of measuring and are becoming more transparent in how they communicate sizing information to consumers. Yet, much work remains, and BRABAR is committed to leading this ongoing transformation.

Strategic Focus on Education and Transformation

The "Shop by Band" initiative was born out of a strategic need to address widespread misconceptions about bra fitting. For too long, the industry had emphasized cup size as the primary measure of fit, often neglecting the crucial role of the band in providing support. BRABAR recognized that to truly educate women and improve their bra-wearing experience, it was essential to simplify the fitting process and shift the focus to band size.

By bringing this understanding to the forefront, BRABAR aimed to empower women with the knowledge they needed to choose bras that fit properly and provide the support they deserve. The changes we’ve seen so far are encouraging, but they are just the beginning. The BRABAR Movement continues to push for more brands to reevaluate their sizing methods, adopt the rib cage method, and commit to providing accurate, reliable sizing information.

A Future of Better Fit

As we move forward, BRABAR remains dedicated to making noise, raising awareness, and driving the changes needed for a better, more consumer-centric bra industry. The journey may take time, but the destination—a world of better-fitting bras—is well worth the effort.

The BRABAR movement was created by Wendy Herman. Inspired by her own challenges while shopping for bras with her 15-year-old daughter, Wendy recognized the need for comfortable, supportive, and well-fitting bras for young women and teens. Through the BRABAR movement, Wendy aims to standardize bra sizing in the U.S., promote transparency in bra fitting methods, and empower young women through education and self-love.

She founded BRABAR to address these needs and to transform the bra shopping experience into a positive, empowering journey.

Teen bras can be comfortable, beautiful, and supportive all at the same time.  You don’t have to sacrifice fashion for support.  

The BRABAR movement is actively working to standardize bra sizing in the U.S. and promote transparency about the flaws in traditional sizing methods, such as the armpit method and the plus four method.

Standardizing Bra Sizing: The current bra sizing system in the U.S. is often confusing and inconsistent, leading to frustration and discomfort for many women. The BRABAR movement advocates for a standardized sizing approach that would make it easier for young women and teens to find bras that truly fit them. By simplifying and clarifying the sizing process, BRABAR aims to eliminate the guesswork and provide a more accurate, reliable fit for all body types.

Addressing Flawed Sizing Methods: Traditional methods like the armpit method and the plus four method have long been criticized for their inaccuracy and discomfort. The armpit method, which measures the bust from underneath the arms, often results in incorrect sizing because it doesn’t account for the true shape and size of a woman's breasts. Similarly, the plus four method, which adds four inches to the band measurement, can lead to bras that are too loose and provide inadequate support.

The BRABAR movement is committed to educating women about the shortcomings of these outdated methods. Instead, BRABAR promotes more accurate and comfortable sizing techniques that reflect the wearer’s true body shape and needs.

Promoting Transparency and Education: A key part of the BRABAR movement is fostering transparency and educating women about the best practices for finding a well-fitting bra. By sharing knowledge and advocating for better standards, BRABAR is helping to create a more informed and empowered generation of women who can confidently navigate their bra shopping experience.

In 2019, BRABAR introduced the "Shop by Band" initiative, a pivotal move that not only marked the beginning of a transformative journey in the bra industry but also underscored a fundamental truth: bras are a bottom-up solution. This initiative was designed to educate women on the importance of proper fit, addressing a widespread issue where 8 out of 10 women wear the wrong bra size, often opting for a band that is too large and cups that are too small. In this article, we delve into why we started with the "Shop by Band" initiative and how it has redefined the way women understand bra fitting.

Educating on Fit: Snug Like a Hug

At the heart of the "Shop by Band" initiative was the goal to educate women about how a bra should truly feel. For too long, the emphasis in the bra industry had been placed on cup size, often leading to improper fits that compromised both comfort and support. We knew that to change the narrative, we had to start from the bottom—literally.

The key message we wanted to convey was that a bra should feel "snug like a hug." This means that the band of the bra should fit securely around the ribcage, providing the majority of the support. It’s a concept that can be surprising to many women who are used to relying on shoulder straps for support.

However, a well-fitted bra should feel like a strapless bra that hugs the ribcage, rather than hanging from the shoulders. This snug fit is crucial because it ensures that the bra stays in place, offering consistent support throughout the day.  A good example of this is our Soft Everyday Bra with Back Closure and adjustable straps with removable pads.

BRABAR’s Mission: Taking the Guesswork Out of Fit

BRABAR’s mission has always been about taking the guesswork out of bra fitting. The "Shop by Band" initiative was the first step in making this mission a reality. By educating women on the importance of band size and proper fit, we aimed to simplify the bra shopping experience, ensuring that women could find bras that truly meet their needs.

But our mission extends beyond just educating consumers—it’s about driving change across the entire industry. The BRABAR Movement is focused on standardization and the ongoing efforts to improve bra fitting practices across the U.S. We’ve seen the impact already, as more brands begin to adopt better sizing methods. However, there is still work to be done, and BRABAR is committed to continuing this important journey.

Debunking Outdated Methods: Progress in the Industry

One of the most significant aspects of the BRABAR Movement has been our commitment to debunking outdated fitting methods, such as the "plus four" and armpit (APIT) methods. These methods have long been a source of frustration for women, leading to ill-fitting bras that are both uncomfortable and unsupportive.

Through our efforts, we’ve seen brands begin to make changes. Many have started utilizing the rib cage method, although some still add 2 or 3 inches instead of the correct measurement. While this is still not perfect, it represents progress. The industry is beginning to move in the right direction, and BRABAR’s impact is clear.

Encouraging Industry Self-Reflection

Launching the "Shop by Band" initiative was also about sparking a much-needed self-reflection within the bra industry. For decades, outdated sizing methods and a focus on cup size have led to widespread fitting issues. We knew that meaningful change would require the industry to take a hard look at its practices and start making the necessary adjustments.

By researching tools like the Wayback Machine and comparing how the fit was discussed before BRABAR’s influence, it’s clear how far we’ve pushed the industry towards customer-centric thinking and proper fit. We’ve seen a shift in the language and philosophies of brands across the U.S. as they begin to unite around the global standard rib cage method of measuring and transparently communicating correct information to consumers.

The Bottom-Up Solution: Why Band Size Matters

The "Shop by Band" initiative was not just about educating consumers—it was about fundamentally changing the way the industry approached bra fitting. We began with the band size because we recognized that bras are, at their core, a bottom-up solution. The band is the foundation of a bra, responsible for 80% of its support. If the band does not fit correctly, the entire structure of the bra is compromised, leading to discomfort and inadequate support.

By focusing on the band size, we aimed to solve a common issue: 8 out of 10 women are wearing the wrong bra size, typically with a band that is too large and cups that are too small. This mismatch leads to a host of problems, from straps digging into shoulders to bras riding up the back. By educating women on the importance of a snug band, we’ve helped them understand that a properly fitting bra can transform their comfort and confidence.

The Road Ahead: Patience and Persistence

As we reflect on the journey that began with the "Shop by Band" initiative, we acknowledge that there is still work to be done. Changing the way an entire industry operates takes patience and persistence. However, we are encouraged by the progress we’ve seen so far. More brands are adopting the rib cage method, and consumers are becoming more educated about what a well-fitted bra should feel like.

The "Shop by Band" initiative was just the beginning. It was a necessary first step in a broader movement to standardize bra sizing and improve the overall bra-wearing experience for women. By continuing to advocate for proper fit and challenging the industry to evolve, we are confident that we can drive lasting change.

Conclusion: A Future of Better Fit

As we move forward, BRABAR remains committed to our mission of educating women and promoting a bottom-up approach to bra fitting. The "Shop by Band" initiative set the stage for a new era in the bra industry—one where women are empowered with the knowledge of how a bra should fit and feel, and where the industry is held accountable for providing that fit.

In the years to come, we will continue to build on this foundation, driving innovation in bra design and fitting practices. We believe that every woman deserves a bra that fits like a hug, offering the support and comfort she needs to feel confident and comfortable in her own skin. The journey may take time, but the destination—a world of better-fitting bras—is well worth the effort.

In summary, the BRABAR movement is not just about providing better bras—it's about leading the charge for a standardized, transparent, and more effective bra sizing system in the U.S., ensuring that all women have access to bras that truly fit and support them.

Here's a guide on how to measure for the perfect bra fit, along with a link to the BRABAR Fit Guide:

How to Measure for the Perfect Bra Fit:

For more detailed instructions and to ensure you're getting the best fit possible, visit the BRABAR Fit Guide. This guide includes a Bra Size Calculator and additional tips to help you find the perfect bra size.