Women's bodies haven't always been treated very kindly by others or ourselves. Sadly, this is often the case with breasts and Berlei has decided that it's time someone told the story of the daily unkindness women put their boobs through.
Recent research conducted by Berlei* revealed women feel bras are generally "unkind" and are "the first thing you want to take off when you get home". It revealed that 67 per cent had been let down by a bra, either from "straps falling down", "cups not fitting the shape of your breasts", "red marks, when you take it off" or "back ache".
As Berlei enters the next 100 years of innovating based on women's changing needs, its team of Kiwi and Australian designers have developed a revolution in the bra category and are thrilled to launch Berlei's kindest bra yet; Womankind.
Every component of the bra has been designed to make women feel great. From the fabric choices; to the soft, minimalist aesthetic; to the level of padding which is neither contour, nor non-contour.
Each Womankind bra is shaped by the wearer, using innovative 3D technology which moulds to and flatters a woman's natural shape, delivering exceptional comfort.
"The feedback we've received so far has been amazing and uplifting, we're all really proud of this bra," says Kiwi Berlei designer Kimberly Bowman.
The range has been uniquely designed to offer lightness, support and breathability like never before; in both everyday intimates and sport ranges:
• Stretch cotton against the skin
• Innovative 'light' spacer technology
• Breathable, flexible cups
• Smooth microfiber outer layer
• Incredible support without the bulk
Berlei bras are designed by women. Their research confirms that overwhelmingly, what women look for in a bra is not to feel sexy, but rather to feel comfortable in themselves. This is the bra breasts would choose.
The Womankind range is now available at select Farmers and Rebel stores nationwide.