Genevieve Gralton

Underbares | Washington, D.C.

Ethically made, wire-free undergarment brand that puts the wearer first.

#ToryBurchFellows

Everyday Underbares bras.

Company description…

Underbares is an ethically made undergarment brand that believes women have the right to feel comfortable. Our undergarments challenge the status quo of the lingerie industry and bridge the gap between comfy and sexy while actually putting the wearer first.

I started my company because…

I started Underbares because I could not find a lingerie brand that resonated with me. It is a landscape of extremes: over-sexualized push-up, lacy undergarments or functional bras that are not particularly pretty or comfortable (still made with painful wires). I thought there has to be a middle ground—a brand that understands we want to feel both comfortable and beautiful in our own skin, and we want an undergarment that compliments that sentiment. Out of frustration, I decided I would try to build this brand since I could not find it. I believe women have the right to feel comfortable, and my mission is to bridge that gap between comfy and sexy while actually putting the wearer first.

The impact I want my company to have on the world…

Since I was a little girl, I was made to believe that in order to look or feel appropriate that my chest had to be shaped like perfectly halved oranges or grapefruits. I hope Underbares can impact wearers everywhere to feel comfortable and beautiful in their own skin. We do not need to fit into an artificial mold or aspire to an unrealistic standard of beauty.

Top 3 goals for my business are…

  1. Inspire women to feel comfortable and beautiful in their own skin.
  2. Grow! (Become the leading wire-free undergarment brand).
  3. Design and ethically manufacture the best essentials.

Women entrepreneurs are…

Driven!

I #EmbraceAmbition because…

I never want to ask myself, “what if?” Life is too short.

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