Comfy boobs matter - a.k.a the rise of the bralette.

Apparently the ping of a bra strap is a sound many women relish at the end of the day. I know we often prioritise aesthetics over comfort in our fashion choices (!), but when we did our style research last year I was surprised to discover just how many women made the unclasping of their bra a priority on getting home at the end of the day. 

According to a BBC News article last week (, the big fashion retailers are also discovering the same thing, with a growing trend towards more comfortable bralette styles that give a softer, more natural silhouette than the structured high rises we used to favour. It seems like more of us are discarding the 'scaffolding' of the Wonderbra era and finally going for a softer and more comfortable approach, which in my view can only be a good thing. 

So if the ping of your underwired bra brings a welcome (literal!) release at the end of the day, maybe this is one trend you should follow and join the crowd with comfy boobs! 

 Nude bralette Black bralette 

Check out our black and nude bralettes to experience the comfort for yourself! And Y.O.U bralets are even softer than most as they are made from super-soft, 100% Fairtrade organic cotton - good for you and good for the planet. 


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