Lidl launches lingerie range but can YOU tell the budget from the designer?

It's the budget supermarket that's lured savvy shoppers with its cut-price meat, organic produce and thrifty clothes.

But not one to rest on its laurels, Lidl is hoping to snare even more shoppers: by venturing into lingerie.

The German supermarket is launching its first Esmara Premium lingerie collection on December 18 - and shoppers can snap up a lingerie set for £10. 

Lidl has launched its first Esmara Premium lingerie collection on December 18 - and shoppers can snap up a lingerie set for £10, with a camisole (pictured) costing £5.99

According to the store, the five-piece collection uses delicate lace detail and intricate prints to give the lingerie a luxury look and feel. 

'Available in various styles designed to suit all, customers can look and feel exceptional from top to bottom for as little as £10,' they promise.

There's a push-up bra for £5.99, which claims to add one-cup size to your bust, as well as floral camisoles and briefs for the same price.

So can you really tell the difference between budget supermarket and designer? We pit the purse-friendly offering against designer counterparts. 

On the pricier end of the spectrum is The Fifty Shades Darker lingerie by Coco de Mer, which promises to help women capture the 'inner goddess' of the film's protagonist, Anastasia Steele.

According to the store, the five-piece collection uses delicate lace detail and intricate prints to give the lingerie a luxury look and feel

'Available in various styles designed to suit all, customers can look and feel exceptional from top to bottom for as little as £10,' they promise (both briefs and bras are £5.99 each)

On the pricier end of the spectrum is The Fifty Shades Darker lingerie by Coco de Mer (pictured: Alyssa Plunge Bra, £185, Alyssa Spanking Knicker, £135)

The collection, which is priced between £15-£60, includes a piece called Red Room - bordeaux satin with lace and silver componentry, inspired by the books' bondage room, Escala - an all over lace and contrasting satin piece inspired by Christian's modern penthouse, and Masquerade - a black satin piece with custom embroidery in shades of grey, inspired by the basque in the book. 

The sexy pieces are apparently inspired by the growth in sexual confidence of the books' heroine Ana and they are the first official products to be released ahead of the new movie.

Speaking about the new range, E L James said: 'Fifty Shades Darker lingerie really captures Ana's sexual awakening. It is luxurious, deeply provocative and elegantly erotic.' 

When compared with mid-range pieces, like a £34 bra from Bluebella and a £38 bra from Fantasie, it is hard to spot the difference between the supermarket and the celebrity-loved brands. 

The collection promises to help women capture the 'inner goddess' of the film's protagonist, Anastasia Steele (pictured: Fifty Shades Darker by Coco de Mer Escala Bodysuit is £45)

Left: Rosanne: Fantasie Underwired Side Support Bra, £38, Brief, £18. Right: Bluebella Maddox Bra , £36, Maddox Brazilian Brief, £18, Maddox Thong, £16, Maddox Suspender, £26

 

"

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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.” 

"

| 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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