Lululemon like nothing

Lululemon continues to build out its bra assortment.

The activewear brand is launching the Like Nothing Bra, a style that they’ve worked on for more than four years in Lululemon’s research and development lab, Whitespace. While surveying women, Lululemon found that women wanted to feel “better than naked” in their bra.

“We started doing research on bras about four years ago. We wanted to get to the heart at how women want to feel in their sports bra,” said Alexandra Plante, director of Innovation Management at Lululemon’s in-house R&D hub, Whitespace. “So many women feel like they have to compromise comfort and we identified some opportunities to create a bra that was supportive and still comfortable.”

The bra is meant for everyday use but still features performance details. Its constructed with Light Ultralu, a fabric created by Lululemon that features Lycra and molds to the body. It also provides sweat-wicking and breathability. For added comfort the there are very few seams and free-cut edges with a hook and eye closure that lies flat against the body and is stitch free.

It retails for $68, comes in 20 different sizes ranging from 32B-E; 34A-E; 36A-E and 38C-DD. To accommodate different breast sizes and densities, molded cups that offer a natural shape and Plante said they inserted a discrete sling into larger sizes to support the weight of the breasts. Black and beige versions of the bra will be available today and a green style will launch in October.

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