Finding the perfect fit is like finding true love.

It changes everything: how you walk, how you feel, even how your clothes fit. So here’s how we create all those happily ever afters.

Take matters into your own hands Size yourself up

Our how-to guide for when you just can’t get to a fitting room.

After measuring your band and bust (pssst: the video has all the details), subtract the two numbers to find your cup size below.

2" = B cup 3" = C cup 4" = D cup 5" = DD cup
6" = DDD cup 7" = F cup 8" = G cup 9" = H cup

Slipping straps? Side boob? We’ve got a fix for that.

Sometimes a little fine-tuning is all it takes.

Fact: You need a fitting every six months. Our in-store bra experts have you covered.

Come in store anytime for a FREE bra fitting!

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Next, the details. Anatomy of a Bra

We started from scratch, studied individual shapes, tested and fine-tuned and totally reimagined what a bra could (and should) do. The result? All new elements, made specifically for your body.

Rigid Front Straps

Don’t let the word “rigid” fool you. You actually want straps with slightly less give. They won’t stretch out as the hours wear on – which means the girls stay lifted literally all day.

No-Slip Adjusters

Courtesy of grippers that seriously won’t move, so you can retire from the Strap Check Game. (You know, constantly checking to make sure yours aren’t at your elbows.)

U-Back Design

Those back bulges? Harsh, straight lines bring ‘em to the fore. This gentler curve mimics the shape of your body, so your bra works with you…not against you.

Padded Hook & Eye

Metal pieces digging into your back? Yeah, no good. This extra padding is such a no-brainer, we’re shocked it’s not already an industry standard.

Get your drawer in order. The Essential Seven

Woman can’t live on one bra alone. These frames do totally different things for your body (and your clothes). Oh, and about the fit: ours just happens to be the best on the planet.



Like a cherry on top. The Tech Behind The Whoa

Think of these innovations as the ultimate fit enhancements.

  • True Embrace

    Flex and stretch fabric for 24/7 comfort.

  • Invisible Back smoother

    Smooths your curves from every angle.

  • Cooling

    Innovative microfiber helps keep you chill.

  • Intuition

    Memory foam cups create a custom-like fit.

  • Superlight

    Light, breathable spacer cup still offers all the support you need.

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