White Rabbit's Fall 2016 Collection Is The Affordable & Cute Lingerie Collection Of Your Dreams

Finding cute, comfortable and affordable lingerie can be quite the challenge. Luckily, New York-based brand White Rabbit has stepped up to the plate with its new "Scandinavian Simplicity" lingerie collection for Fall 2016, which features a variety of bras, bralettes and panties that are minimalist, but still functional and fashionable.

After struggling to find quality lingerie at an affordable price point, Maria Hernandez, a bioengineer by training, joined forces with her husband to create White Rabbit Underwear. They decided to focus on creating a product that was not only practical and comfortable, but also one that was sustainable and socially responsible.

"I created White Rabbit as both a quality and affordable under-solution for today's modern woman. The busy girl on-the-go who wants underwear that makes her feel comfortable and empowered for everyday life - whether she’s a student, a consultant, a teacher, mother, yogi, entrepreneur, or otherwise," said Hernandez. "Each piece in this collection was carefully designed to provide beautiful, comfortable options for all of life’s instances."

White Rabbit is also passionate about empowering women, whether it's the women wearing their lingerie or the women creating it. 

"We are very passionate about empowering women, first by helping them be more comfortable in their intimates, and also by helping the advancement of female artisans through our partnership with Fabrica Social," explains Hernandez. "We want to change the conversation from underwear being something we use to please men and rather be something that makes us feel comfortable and confident no matter what the day brings."

White Rabbit's Fall 2016 collection titled "Scandinavian Simplicity" is inspired by a recent trip to Copenhagen and features a variety of basic undergarments that are as soft as they are stylish. 

The collection ranges from $14-$55 and items are now available for pre-order. 

You can browse the full collection on whiterabbitny.com.

Images: >White Rabbit Underwear (4)

"

| White | Rabbits | Fall | 2016 | Collection | Affordable | Cute | Lingerie | Your | Dreams | Finding | cute | comfortable | affordable | lingerie | quite | challenge | Luckily | York | based | brand | Rabbit | stepped | plate | with | Scandinavian | Simplicity | collection< | which | features | variety | bras | bralettes | panties | that | minimalist | still | functional | fashionable | p> After | struggling | find | quality | price | point | Maria | Hernandez | bioengineer | training | joined | forces | husband | create | Underwear | They | decided | focus | creating | product | only | practical | also | sustainable | socially | responsible | p> I | created | both | under | solution | todays | modern | woman | busy | girl | wants | underwear | makes | feel | empowered | everyday | life | whether | she’s | student | consultant | teacher | mother | yogi | entrepreneur | otherwise | said |  Each | piece | this | collection | carefully | designed | provide | beautiful | options | life’s | instances | span>< | p> White | passionate | about | empowering | women | wearing | their | p> We | very | first | helping | them | more | intimates | advancement | female | artisans | through | partnership | Fabrica | Social | explains | want | change | conversation | from | being | something | please | rather | confident | matter | what | brings | p> < | p> < | noscript>< | div> White | titled | inspired | recent | trip | Copenhagen | basic | undergarments | soft | they | stylish | div> The | ranges | items | available | order | div> You | browse | full | span> | whiterabbitny | com< | p> Images:< | Underwear< | em>< | (4)< | p> |

Read More

Kendall Jenner Struts Around in Lingerie, Fierce Lace-Up Boots for 'Love' Magazine’s Advent Calendar

Playing Kendall Jenner Struts Around in Lingerie, Fierce Lace-Up Boots for 'Love' Magazine’s Advent Calendar

Kendall Jenner puts on a sexy display for day five of >Love magazine's advent calendar.

In a video posted on Monday, the 21-year-old model strikes a series of poses to the tune of Barry White's classic slow jam song, "I'm Gonna Love You Just A Little More," while sporting purple Agent Provocateur lingerie, Dsquared2 high-heeled lace-up boots and a jacket complete with a big patch of the Rolling Stones lips.

>EXCLUSIVE: Inside the Victoria's Secret Fashion Show After-Party -- Friendly Exes, Supermodel DJs and More!

Kendall's video for >Love happens to fall on the same day that the Victoria's Secret Fashion Show will air on CBS. The Keeping Up With the Kardashians star walked in the show last week, and wore some seriously sexy ensembles.

[embedded content]

ET was backstage with Kendall just moments before she hit the runway, and spoke to her about why none of her famous siblings were in Paris to watch her on the catwalk, but instead were cheering her on from home in Los Angeles. "Yeah, no one is coming out but they're all -- I've literally been texting with all of them, like, the past couple days," she dished. "Everyone's freaking out, I got so many flowers from all my family members. I feel the love for sure from L.A."

>EXCLUSIVE: Kendall Jenner Gives Update on Kanye West's Health -- 'Everyone Is Doing OK, Just Praying'

Here's a look at the lingerie styles you can expect to see at this year's Victoria's Secret Fashion Show:

SHARE ON FACEBOOK SHARE SHARE ON TWITTER TWEET

"

| Kendall | Jenner | Struts | Around | Lingerie, | Fierce | Lace-Up | Boots | Love | Magazine’s | Advent | Calendar | Playing< | span> | Lingerie | Lace | Calendar< | p> < | div> Kendall | puts | sexy | display | five | Love< | magazines | advent | calendar< | p> In | video | posted | Monday | year | model | strikes | series | poses | tune | Barry | Whites | classic | slow | song | Gonna | Just | Little | More | while | sporting | purple | Agent | Provocateur | lingerie | Dsquared2 | high | heeled | lace | boots | jacket | complete | with | patch | Rolling | Stones | lips | p> EXCLUSIVE: | Inside | Victorias | Secret | Fashion | Show | After | Party | Friendly | Exes | Supermodel | More!< | strong>< | p> Kendalls | em>< | happens | fall | same | that | will | Keeping | With | Kardashians< | star | walked | show | last | week | wore | some | seriously | ensembles | p> [embedded | content]< | p> ET | backstage | Kendall< | just | moments | before | runway | spoke | about | none | famous | siblings | were | Paris | watch | catwalk | instead | cheering | from | home | Angeles | Yeah | coming | theyre | literally | been | texting | them | like | past | couple | days | dished | Everyones | freaking | many | flowers | family | members | feel | love | sure | Gives | Update | Kanye | Wests | Health | Everyone | Doing | Praying< | p> Heres | look | styles | expect | this | years | Show< | a>:< | p> SHARE | FACEBOOK< | SHARE< | span>< | SHARE | TWITTER< | TWEET< | span> < | div> < | div> |

Read More

Kendall Jenner Struts Around in Lingerie, Fierce Lace-Up Boots for 'Love' Magazine’s Advent Calendar

Playing Kendall Jenner Struts Around in Lingerie, Fierce Lace-Up Boots for 'Love' Magazine’s Advent Calendar

Kendall Jenner puts on a sexy display for day five of >Love magazine's advent calendar.

In a video posted on Monday, the 21-year-old model strikes a series of poses to the tune of Barry White's classic slow jam song, "I'm Gonna Love You Just A Little More," while sporting purple Agent Provocateur lingerie, Dsquared2 high-heeled lace-up boots and a jacket complete with a big patch of the Rolling Stones lips.

>EXCLUSIVE: Inside the Victoria's Secret Fashion Show After-Party -- Friendly Exes, Supermodel DJs and More!

Kendall's video for >Love happens to fall on the same day that the Victoria's Secret Fashion Show will air on CBS. The Keeping Up With the Kardashians star walked in the show last week, and wore some seriously sexy ensembles.

[embedded content]

ET was backstage with Kendall just moments before she hit the runway, and spoke to her about why none of her famous siblings were in Paris to watch her on the catwalk, but instead were cheering her on from home in Los Angeles. "Yeah, no one is coming out but they're all -- I've literally been texting with all of them, like, the past couple days," she dished. "Everyone's freaking out, I got so many flowers from all my family members. I feel the love for sure from L.A."

>EXCLUSIVE: Kendall Jenner Gives Update on Kanye West's Health -- 'Everyone Is Doing OK, Just Praying'

Here's a look at the lingerie styles you can expect to see at this year's Victoria's Secret Fashion Show:

SHARE ON FACEBOOK SHARE SHARE ON TWITTER TWEET

"

| Kendall | Jenner | Struts | Around | Lingerie, | Fierce | Lace-Up | Boots | Love | Magazine’s | Advent | Calendar | Playing< | span> | Lingerie | Lace | Calendar< | p> < | div> Kendall | puts | sexy | display | five | Love< | magazines | advent | calendar< | p> In | video | posted | Monday | year | model | strikes | series | poses | tune | Barry | Whites | classic | slow | song | Gonna | Just | Little | More | while | sporting | purple | Agent | Provocateur | lingerie | Dsquared2 | high | heeled | lace | boots | jacket | complete | with | patch | Rolling | Stones | lips | p> EXCLUSIVE: | Inside | Victorias | Secret | Fashion | Show | After | Party | Friendly | Exes | Supermodel | More!< | strong>< | p> Kendalls | em>< | happens | fall | same | that | will | Keeping | With | Kardashians< | star | walked | show | last | week | wore | some | seriously | ensembles | p> [embedded | content]< | p> ET | backstage | Kendall< | just | moments | before | runway | spoke | about | none | famous | siblings | were | Paris | watch | catwalk | instead | cheering | from | home | Angeles | Yeah | coming | theyre | literally | been | texting | them | like | past | couple | days | dished | Everyones | freaking | many | flowers | family | members | feel | love | sure | Gives | Update | Kanye | Wests | Health | Everyone | Doing | Praying< | p> Heres | look | styles | expect | this | years | Show< | a>:< | p> SHARE | FACEBOOK< | SHARE< | span>< | SHARE | TWITTER< | TWEET< | span> < | div> < | div> |

Read More

Trusst Lingerie offers more supportive bras | Last Word | Pittsburgh

click to enlarge >

• CP photo by Sarah Wilson
• Laura West (left) and Sophia Berman, the co-founders of Trusst

Sophia Berman can tell you what it’s like to pitch a bra that better supports large breasts to a roomful of male investors.

“I definitely think we had a different experience than if we’d been pitching a male-designed product for men,” Berman says with a chuckle. “Some [investors] invited their wives to the meetings, so they would know what we were talking about.”

After a wildly successful Kickstarter campaign last year that raised $78,000 (more than triple its goal), Trusst Lingerie is now selling its bras both online and at its newly opened storefront in Garfield. The woman-owned company set out to solve a female-specific problem and has been successful so far, despite the overwhelmingly male investment environment it dealt with. 

Trusst was founded in 2014 as an AlphaLab Gear incubator company by Berman and Laura West, two industrial-design graduates of Carnegie Mellon University. They were frustrated by the lack of good, supportive offerings for larger-chested women; most brassieres are based on a torturous design from the 1900s (which was itself an improvement on the even more torturous corset). Over-the-shoulder straps and a fastener in the back don’t provide enough support for larger breasts, so Berman and West set out to build a better bra. 

“After speaking with hundreds of women, and experiencing many of their concerns ourselves, we realized that underwires simply aren’t up to the task of supporting women with fuller busts,” Berman says. They wanted women to feel empowered and to give them better options when bra shopping. 

“For too long, women with fuller busts have been left with options that fall short. As a company, we believe in women supporting other women,” she says.

All three styles of Trusst bras are now available, in sizes from 32F to 42G. They retail for between $82 and $98.

It’s completely appropriate that the design for the Trusst bras, conceived in Pittsburgh, is based on the concept of a bridge truss. Rather than hoisting the girls up from above, Trusst’s patented design redistributes the weight of the breasts by supporting most of it from below. A truss is a triangle-shaped structure that sits under the bridge span and supports the vertical beams. It allows the weight to be distributed across a large area rather than at a single point.

The design also eliminates the need for underwire, because the support is embedded in the cups. (No more underwire poking your flesh, can I get an amen?) And not only does it give better support, the Trusst design reduces strain on the neck, shoulders and back. 

It took the team two years to fully refine its bras â€" which the founders named after their moms â€" using 3-D printing, and eventually bringing on a designer. 

They continue to refine and refine, adding small touches here and there, and making sure they are using the best possible materials for the sake of comfort and durability. “We definitely wanted to make sure they were machine-washable,” Berman says. 

They also wanted to avoid the bras looking dowdy, like seemingly every other variety available to larger-busted women, she adds. 

Most women (and anyone who wears a bra on a regular basis) completely understand the need for better bra design. But the Trusst team realized early on that part of the problem of selling the bras was to convince the rest of the population that the design solves a genuine problem. That’s how you get investors on board, after all. So they created videos of men wearing bras containing actual melons (ha), to give an idea of what it feels like to carry around that weight all day. 

Berman says Trusst benefited not only from Pittsburgh’s bridge technology, but from the region’s generous entrepreneurial community as well. “Everyone helped with connections, with helping us shoot videos, when we needed to do live events,” she says. “It’s been really wonderful to have so much support.” 

"

| Trusst | Lingerie | offers | more | supportive | bras | Last | Word | Pittsburgh | click | enlarge | photo | Sarah | Wilson | Laura | West | (left) | Sophia | Berman, | co-founders | Trusst | Berman | tell | what | it’s | like | pitch | that | better | supports | large | breasts | roomful | male | investors. | “I | definitely | think | different | experience | than | we’d | been | pitching | male-designed | product | men,” | says | with | chuckle. | “Some | [investors] | invited | their | wives | meetings, | they | would | know | were | talking | about.” | After | wildly | successful | Kickstarter | campaign | last | year | raised | $78,000 | (more | triple | goal), | selling | both | online | newly | opened | storefront | Garfield. | woman-owned | company | solve | female-specific | problem | far, | despite | overwhelmingly | investment | environment | dealt | with.  | founded | 2014 | AlphaLab | Gear | incubator | West, | industrial-design | graduates | Carnegie | Mellon | University. | They | frustrated | lack | good, | offerings | larger-chested | women; | most | brassieres | based | torturous | design | from | 1900s | (which | itself | improvement | even | corset). | Over-the-shoulder | straps | fastener | back | don’t | provide | enough | support | larger | breasts, | build | bra.  | “After | speaking | hundreds | women, | experiencing | many | concerns | ourselves, | realized | underwires | simply | aren’t | task | supporting | women | fuller | busts,” | says. | wanted | feel | empowered | give | them | options | when | shopping.  | “For | long, | busts | have | left | fall | short. | company, | believe | other | women,” | says. | three | styles | available, | sizes | 42G. | retail | between | $98. | It’s | completely | appropriate | bras, | conceived | Pittsburgh, | concept | bridge | truss. | Rather | hoisting | girls | above, | Trusst’s | patented | redistributes | weight | below. | truss | triangle-shaped | structure | sits | under | span | vertical | beams. | allows | distributed | across | area | rather | single | point. | also | eliminates | need | underwire, | because | embedded | cups. | underwire | poking | your | flesh, | amen?) | only | does | support, | reduces | strain | neck, | shoulders | back.  | took | team | years | fully | refine | which | founders | named | after | moms | using | printing, | eventually | bringing | designer.  | continue | refine, | adding | small | touches | here | there, | making | sure | best | possible | materials | sake | comfort | durability. | “We | make | machine-washable,” | says.  | avoid | looking | dowdy, | seemingly | every | variety | available | larger-busted | adds.  | Most | (and | anyone | wears | regular | basis) | understand | design. | early | part | convince | rest | population | solves | genuine | problem. | That’s | investors | board, | all. | created | videos | wearing | containing | actual | melons | (ha), | idea | feels | carry | around | day.  | benefited | Pittsburgh’s | technology, | region’s | generous | entrepreneurial | community | well. | “Everyone | helped | connections, | helping | shoot | videos, | needed | live | events,” | “It’s | really | wonderful | much | support.”  |

Read More

Trusst Lingerie offers more supportive bras | Last Word | Pittsburgh

click to enlarge >

• CP photo by Sarah Wilson
• Laura West (left) and Sophia Berman, the co-founders of Trusst

Sophia Berman can tell you what it’s like to pitch a bra that better supports large breasts to a roomful of male investors.

“I definitely think we had a different experience than if we’d been pitching a male-designed product for men,” Berman says with a chuckle. “Some [investors] invited their wives to the meetings, so they would know what we were talking about.”

After a wildly successful Kickstarter campaign last year that raised $78,000 (more than triple its goal), Trusst Lingerie is now selling its bras both online and at its newly opened storefront in Garfield. The woman-owned company set out to solve a female-specific problem and has been successful so far, despite the overwhelmingly male investment environment it dealt with. 

Trusst was founded in 2014 as an AlphaLab Gear incubator company by Berman and Laura West, two industrial-design graduates of Carnegie Mellon University. They were frustrated by the lack of good, supportive offerings for larger-chested women; most brassieres are based on a torturous design from the 1900s (which was itself an improvement on the even more torturous corset). Over-the-shoulder straps and a fastener in the back don’t provide enough support for larger breasts, so Berman and West set out to build a better bra. 

“After speaking with hundreds of women, and experiencing many of their concerns ourselves, we realized that underwires simply aren’t up to the task of supporting women with fuller busts,” Berman says. They wanted women to feel empowered and to give them better options when bra shopping. 

“For too long, women with fuller busts have been left with options that fall short. As a company, we believe in women supporting other women,” she says.

All three styles of Trusst bras are now available, in sizes from 32F to 42G. They retail for between $82 and $98.

It’s completely appropriate that the design for the Trusst bras, conceived in Pittsburgh, is based on the concept of a bridge truss. Rather than hoisting the girls up from above, Trusst’s patented design redistributes the weight of the breasts by supporting most of it from below. A truss is a triangle-shaped structure that sits under the bridge span and supports the vertical beams. It allows the weight to be distributed across a large area rather than at a single point.

The design also eliminates the need for underwire, because the support is embedded in the cups. (No more underwire poking your flesh, can I get an amen?) And not only does it give better support, the Trusst design reduces strain on the neck, shoulders and back. 

It took the team two years to fully refine its bras â€" which the founders named after their moms â€" using 3-D printing, and eventually bringing on a designer. 

They continue to refine and refine, adding small touches here and there, and making sure they are using the best possible materials for the sake of comfort and durability. “We definitely wanted to make sure they were machine-washable,” Berman says. 

They also wanted to avoid the bras looking dowdy, like seemingly every other variety available to larger-busted women, she adds. 

Most women (and anyone who wears a bra on a regular basis) completely understand the need for better bra design. But the Trusst team realized early on that part of the problem of selling the bras was to convince the rest of the population that the design solves a genuine problem. That’s how you get investors on board, after all. So they created videos of men wearing bras containing actual melons (ha), to give an idea of what it feels like to carry around that weight all day. 

Berman says Trusst benefited not only from Pittsburgh’s bridge technology, but from the region’s generous entrepreneurial community as well. “Everyone helped with connections, with helping us shoot videos, when we needed to do live events,” she says. “It’s been really wonderful to have so much support.” 

"

| Trusst | Lingerie | offers | more | supportive | bras | Last | Word | Pittsburgh | click | enlarge | photo | Sarah | Wilson | Laura | West | (left) | Sophia | Berman, | co-founders | Trusst | Berman | tell | what | it’s | like | pitch | that | better | supports | large | breasts | roomful | male | investors. | “I | definitely | think | different | experience | than | we’d | been | pitching | male-designed | product | men,” | says | with | chuckle. | “Some | [investors] | invited | their | wives | meetings, | they | would | know | were | talking | about.” | After | wildly | successful | Kickstarter | campaign | last | year | raised | $78,000 | (more | triple | goal), | selling | both | online | newly | opened | storefront | Garfield. | woman-owned | company | solve | female-specific | problem | far, | despite | overwhelmingly | investment | environment | dealt | with.  | founded | 2014 | AlphaLab | Gear | incubator | West, | industrial-design | graduates | Carnegie | Mellon | University. | They | frustrated | lack | good, | offerings | larger-chested | women; | most | brassieres | based | torturous | design | from | 1900s | (which | itself | improvement | even | corset). | Over-the-shoulder | straps | fastener | back | don’t | provide | enough | support | larger | breasts, | build | bra.  | “After | speaking | hundreds | women, | experiencing | many | concerns | ourselves, | realized | underwires | simply | aren’t | task | supporting | women | fuller | busts,” | says. | wanted | feel | empowered | give | them | options | when | shopping.  | “For | long, | busts | have | left | fall | short. | company, | believe | other | women,” | says. | three | styles | available, | sizes | 42G. | retail | between | $98. | It’s | completely | appropriate | bras, | conceived | Pittsburgh, | concept | bridge | truss. | Rather | hoisting | girls | above, | Trusst’s | patented | redistributes | weight | below. | truss | triangle-shaped | structure | sits | under | span | vertical | beams. | allows | distributed | across | area | rather | single | point. | also | eliminates | need | underwire, | because | embedded | cups. | underwire | poking | your | flesh, | amen?) | only | does | support, | reduces | strain | neck, | shoulders | back.  | took | team | years | fully | refine | which | founders | named | after | moms | using | printing, | eventually | bringing | designer.  | continue | refine, | adding | small | touches | here | there, | making | sure | best | possible | materials | sake | comfort | durability. | “We | make | machine-washable,” | says.  | avoid | looking | dowdy, | seemingly | every | variety | available | larger-busted | adds.  | Most | (and | anyone | wears | regular | basis) | understand | design. | early | part | convince | rest | population | solves | genuine | problem. | That’s | investors | board, | all. | created | videos | wearing | containing | actual | melons | (ha), | idea | feels | carry | around | day.  | benefited | Pittsburgh’s | technology, | region’s | generous | entrepreneurial | community | well. | “Everyone | helped | connections, | helping | shoot | videos, | needed | live | events,” | “It’s | really | wonderful | much | support.”  |

Read More

Trusst Lingerie offers more supportive bras | Last Word | Pittsburgh

click to enlarge >

• CP photo by Sarah Wilson
• Laura West (left) and Sophia Berman, the co-founders of Trusst

Sophia Berman can tell you what it’s like to pitch a bra that better supports large breasts to a roomful of male investors.

“I definitely think we had a different experience than if we’d been pitching a male-designed product for men,” Berman says with a chuckle. “Some [investors] invited their wives to the meetings, so they would know what we were talking about.”

After a wildly successful Kickstarter campaign last year that raised $78,000 (more than triple its goal), Trusst Lingerie is now selling its bras both online and at its newly opened storefront in Garfield. The woman-owned company set out to solve a female-specific problem and has been successful so far, despite the overwhelmingly male investment environment it dealt with. 

Trusst was founded in 2014 as an AlphaLab Gear incubator company by Berman and Laura West, two industrial-design graduates of Carnegie Mellon University. They were frustrated by the lack of good, supportive offerings for larger-chested women; most brassieres are based on a torturous design from the 1900s (which was itself an improvement on the even more torturous corset). Over-the-shoulder straps and a fastener in the back don’t provide enough support for larger breasts, so Berman and West set out to build a better bra. 

“After speaking with hundreds of women, and experiencing many of their concerns ourselves, we realized that underwires simply aren’t up to the task of supporting women with fuller busts,” Berman says. They wanted women to feel empowered and to give them better options when bra shopping. 

“For too long, women with fuller busts have been left with options that fall short. As a company, we believe in women supporting other women,” she says.

All three styles of Trusst bras are now available, in sizes from 32F to 42G. They retail for between $82 and $98.

It’s completely appropriate that the design for the Trusst bras, conceived in Pittsburgh, is based on the concept of a bridge truss. Rather than hoisting the girls up from above, Trusst’s patented design redistributes the weight of the breasts by supporting most of it from below. A truss is a triangle-shaped structure that sits under the bridge span and supports the vertical beams. It allows the weight to be distributed across a large area rather than at a single point.

The design also eliminates the need for underwire, because the support is embedded in the cups. (No more underwire poking your flesh, can I get an amen?) And not only does it give better support, the Trusst design reduces strain on the neck, shoulders and back. 

It took the team two years to fully refine its bras â€" which the founders named after their moms â€" using 3-D printing, and eventually bringing on a designer. 

They continue to refine and refine, adding small touches here and there, and making sure they are using the best possible materials for the sake of comfort and durability. “We definitely wanted to make sure they were machine-washable,” Berman says. 

They also wanted to avoid the bras looking dowdy, like seemingly every other variety available to larger-busted women, she adds. 

Most women (and anyone who wears a bra on a regular basis) completely understand the need for better bra design. But the Trusst team realized early on that part of the problem of selling the bras was to convince the rest of the population that the design solves a genuine problem. That’s how you get investors on board, after all. So they created videos of men wearing bras containing actual melons (ha), to give an idea of what it feels like to carry around that weight all day. 

Berman says Trusst benefited not only from Pittsburgh’s bridge technology, but from the region’s generous entrepreneurial community as well. “Everyone helped with connections, with helping us shoot videos, when we needed to do live events,” she says. “It’s been really wonderful to have so much support.” 

"

| Trusst | Lingerie | offers | more | supportive | bras | Last | Word | Pittsburgh | click | enlarge | photo | Sarah | Wilson | Laura | West | (left) | Sophia | Berman, | co-founders | Trusst | Berman | tell | what | it’s | like | pitch | that | better | supports | large | breasts | roomful | male | investors. | “I | definitely | think | different | experience | than | we’d | been | pitching | male-designed | product | men,” | says | with | chuckle. | “Some | [investors] | invited | their | wives | meetings, | they | would | know | were | talking | about.” | After | wildly | successful | Kickstarter | campaign | last | year | raised | $78,000 | (more | triple | goal), | selling | both | online | newly | opened | storefront | Garfield. | woman-owned | company | solve | female-specific | problem | far, | despite | overwhelmingly | investment | environment | dealt | with.  | founded | 2014 | AlphaLab | Gear | incubator | West, | industrial-design | graduates | Carnegie | Mellon | University. | They | frustrated | lack | good, | offerings | larger-chested | women; | most | brassieres | based | torturous | design | from | 1900s | (which | itself | improvement | even | corset). | Over-the-shoulder | straps | fastener | back | don’t | provide | enough | support | larger | breasts, | build | bra.  | “After | speaking | hundreds | women, | experiencing | many | concerns | ourselves, | realized | underwires | simply | aren’t | task | supporting | women | fuller | busts,” | says. | wanted | feel | empowered | give | them | options | when | shopping.  | “For | long, | busts | have | left | fall | short. | company, | believe | other | women,” | says. | three | styles | available, | sizes | 42G. | retail | between | $98. | It’s | completely | appropriate | bras, | conceived | Pittsburgh, | concept | bridge | truss. | Rather | hoisting | girls | above, | Trusst’s | patented | redistributes | weight | below. | truss | triangle-shaped | structure | sits | under | span | vertical | beams. | allows | distributed | across | area | rather | single | point. | also | eliminates | need | underwire, | because | embedded | cups. | underwire | poking | your | flesh, | amen?) | only | does | support, | reduces | strain | neck, | shoulders | back.  | took | team | years | fully | refine | which | founders | named | after | moms | using | printing, | eventually | bringing | designer.  | continue | refine, | adding | small | touches | here | there, | making | sure | best | possible | materials | sake | comfort | durability. | “We | make | machine-washable,” | says.  | avoid | looking | dowdy, | seemingly | every | variety | available | larger-busted | adds.  | Most | (and | anyone | wears | regular | basis) | understand | design. | early | part | convince | rest | population | solves | genuine | problem. | That’s | investors | board, | all. | created | videos | wearing | containing | actual | melons | (ha), | idea | feels | carry | around | day.  | benefited | Pittsburgh’s | technology, | region’s | generous | entrepreneurial | community | well. | “Everyone | helped | connections, | helping | shoot | videos, | needed | live | events,” | “It’s | really | wonderful | much | support.”  |

Read More

Trusst Lingerie offers more supportive bras | Last Word | Pittsburgh

click to enlarge >

• CP photo by Sarah Wilson
• Laura West (left) and Sophia Berman, the co-founders of Trusst

Sophia Berman can tell you what it’s like to pitch a bra that better supports large breasts to a roomful of male investors.

“I definitely think we had a different experience than if we’d been pitching a male-designed product for men,” Berman says with a chuckle. “Some [investors] invited their wives to the meetings, so they would know what we were talking about.”

After a wildly successful Kickstarter campaign last year that raised $78,000 (more than triple its goal), Trusst Lingerie is now selling its bras both online and at its newly opened storefront in Garfield. The woman-owned company set out to solve a female-specific problem and has been successful so far, despite the overwhelmingly male investment environment it dealt with. 

Trusst was founded in 2014 as an AlphaLab Gear incubator company by Berman and Laura West, two industrial-design graduates of Carnegie Mellon University. They were frustrated by the lack of good, supportive offerings for larger-chested women; most brassieres are based on a torturous design from the 1900s (which was itself an improvement on the even more torturous corset). Over-the-shoulder straps and a fastener in the back don’t provide enough support for larger breasts, so Berman and West set out to build a better bra. 

“After speaking with hundreds of women, and experiencing many of their concerns ourselves, we realized that underwires simply aren’t up to the task of supporting women with fuller busts,” Berman says. They wanted women to feel empowered and to give them better options when bra shopping. 

“For too long, women with fuller busts have been left with options that fall short. As a company, we believe in women supporting other women,” she says.

All three styles of Trusst bras are now available, in sizes from 32F to 42G. They retail for between $82 and $98.

It’s completely appropriate that the design for the Trusst bras, conceived in Pittsburgh, is based on the concept of a bridge truss. Rather than hoisting the girls up from above, Trusst’s patented design redistributes the weight of the breasts by supporting most of it from below. A truss is a triangle-shaped structure that sits under the bridge span and supports the vertical beams. It allows the weight to be distributed across a large area rather than at a single point.

The design also eliminates the need for underwire, because the support is embedded in the cups. (No more underwire poking your flesh, can I get an amen?) And not only does it give better support, the Trusst design reduces strain on the neck, shoulders and back. 

It took the team two years to fully refine its bras â€" which the founders named after their moms â€" using 3-D printing, and eventually bringing on a designer. 

They continue to refine and refine, adding small touches here and there, and making sure they are using the best possible materials for the sake of comfort and durability. “We definitely wanted to make sure they were machine-washable,” Berman says. 

They also wanted to avoid the bras looking dowdy, like seemingly every other variety available to larger-busted women, she adds. 

Most women (and anyone who wears a bra on a regular basis) completely understand the need for better bra design. But the Trusst team realized early on that part of the problem of selling the bras was to convince the rest of the population that the design solves a genuine problem. That’s how you get investors on board, after all. So they created videos of men wearing bras containing actual melons (ha), to give an idea of what it feels like to carry around that weight all day. 

Berman says Trusst benefited not only from Pittsburgh’s bridge technology, but from the region’s generous entrepreneurial community as well. “Everyone helped with connections, with helping us shoot videos, when we needed to do live events,” she says. “It’s been really wonderful to have so much support.” 

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| Trusst | Lingerie | offers | more | supportive | bras | Last | Word | Pittsburgh | click | enlarge | photo | Sarah | Wilson | Laura | West | (left) | Sophia | Berman, | co-founders | Trusst | Berman | tell | what | it’s | like | pitch | that | better | supports | large | breasts | roomful | male | investors. | “I | definitely | think | different | experience | than | we’d | been | pitching | male-designed | product | men,” | says | with | chuckle. | “Some | [investors] | invited | their | wives | meetings, | they | would | know | were | talking | about.” | After | wildly | successful | Kickstarter | campaign | last | year | raised | $78,000 | (more | triple | goal), | selling | both | online | newly | opened | storefront | Garfield. | woman-owned | company | solve | female-specific | problem | far, | despite | overwhelmingly | investment | environment | dealt | with.  | founded | 2014 | AlphaLab | Gear | incubator | West, | industrial-design | graduates | Carnegie | Mellon | University. | They | frustrated | lack | good, | offerings | larger-chested | women; | most | brassieres | based | torturous | design | from | 1900s | (which | itself | improvement | even | corset). | Over-the-shoulder | straps | fastener | back | don’t | provide | enough | support | larger | breasts, | build | bra.  | “After | speaking | hundreds | women, | experiencing | many | concerns | ourselves, | realized | underwires | simply | aren’t | task | supporting | women | fuller | busts,” | says. | wanted | feel | empowered | give | them | options | when | shopping.  | “For | long, | busts | have | left | fall | short. | company, | believe | other | women,” | says. | three | styles | available, | sizes | 42G. | retail | between | $98. | It’s | completely | appropriate | bras, | conceived | Pittsburgh, | concept | bridge | truss. | Rather | hoisting | girls | above, | Trusst’s | patented | redistributes | weight | below. | truss | triangle-shaped | structure | sits | under | span | vertical | beams. | allows | distributed | across | area | rather | single | point. | also | eliminates | need | underwire, | because | embedded | cups. | underwire | poking | your | flesh, | amen?) | only | does | support, | reduces | strain | neck, | shoulders | back.  | took | team | years | fully | refine | which | founders | named | after | moms | using | printing, | eventually | bringing | designer.  | continue | refine, | adding | small | touches | here | there, | making | sure | best | possible | materials | sake | comfort | durability. | “We | make | machine-washable,” | says.  | avoid | looking | dowdy, | seemingly | every | variety | available | larger-busted | adds.  | Most | (and | anyone | wears | regular | basis) | understand | design. | early | part | convince | rest | population | solves | genuine | problem. | That’s | investors | board, | all. | created | videos | wearing | containing | actual | melons | (ha), | idea | feels | carry | around | day.  | benefited | Pittsburgh’s | technology, | region’s | generous | entrepreneurial | community | well. | “Everyone | helped | connections, | helping | shoot | videos, | needed | live | events,” | “It’s | really | wonderful | much | support.”  |

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