According to co-founders, Jenna Kerner and Jane Fisher, intimates brand Harper Wilde started with the question “Why are bras so expensive?” “We did a ton of research to figure out why the industry was the way it was, but we just ran into more questions. We didn’t understand why brands were hyper-sexualized, or why typical models did not resemble the everyday woman. We didn’t understand why bras came with embellishments that almost no woman we spoke with enjoyed, let alone purchased,” says Fisher. What the two did discover was that women hated buying bras so much, they would rather keep ones they didn’t love for longer than advisable than shop for a new one. “One woman even told us, ‘Buying bras is like a tax on being female.’” After talking to hundreds of women, they set out to “change the bra industry” and “hone in on simplicity,” by creating everyday bras for the real woman’s needs.
DNA: “Other companies are innovating on the product, but we realized that it was the experience, not the product, that needed innovation. We spent nearly two years speaking with women and trying to uncover how we could improve bra shopping. What women wanted was to have bra shopping, but without all the bullshit. We got rid of lengthy surveys, measuring tapes, calculus, and the overwhelming assortment of options with bells and whistles. In its place, we provide free home try-ons, thoughtful designs, fair prices, and an empowering purpose. We call it ‘rahopping:’ bra shopping, without the BS.”—Kerner
One item from the collection to wear all your life: “I’d have to go with The Base. The cups are some of the softest I’ve ever encountered. I could live in it—I practically do now. The J-hook in the back, the front-adjustable straps—even the features I didn’t know I needed or wanted in an everyday bra have become some of the parts I love most. Early sales show it may be a customer favorite, as well, and word on the street is that, one customer said, ‘it’s like a pillow for my chest!’”—Kerner
What’s next: “We are small now, but we are focusing on expanding sizes and skin-toned colors as quickly as we can. We aim to be the go-to for an easy shopping experience and fairly-priced everyday bras. We also have a very serious mission to Lift Up the Ladies. Not only do we lift a woman’s ladies through our products, but we have partnered with The Girl Project to help put young girls through school, so we can also lift the next generation of leading ladies.”—Fisher