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bras

A New Love with ThirdLove: How One Jewish Woman is Taking on the Sexist Lingerie Industry

Oh, bras. Is there any garment more ubiquitous and more controversial to the modern Western feminist? We’ve all spent too much money on a bra that fell apart too soon; we’ve all chafed under uncomfortable underwire or too-tight straps; we’ve all wrestled with the question of whether to wear a bra at all. At first glance, intimate apparel might seem like a trivial topic but think about this: these garments have literally shaped millions of women’s bodies every single day for centuries. They have a concrete, physical presence in so many of our daily lives.

Heidi Zak

In creating her company Thirdlove, Heidi Zak completely reimagined women’s bras and the process of shopping for them.

Tech Execs in Boyshorts: "Intelligent" Advertising?

Dear Kate is an underwear company that I first heard about this morning. The company’s founder is a former chemical engineer named Julie Sygiel who felt betrayed by her leaky underwear—yes, Dear Kate was created to make better period panties. The company is run by four women, and their website is full of words like “technology” “revolutionary” and “real women.” I arrived at said website because my friend sent me Dear Kate’s latest ad campaign and it really rubbed me the wrong way. All of my mixed feelings about using feminism in advertising—a trend that has rapidly gathered steam over the last few months—came to a head. This was BAD. I hated it. It pissed me off.

How to cite this page

Jewish Women's Archive. "bras." (Viewed on December 11, 2017) <https://jwa.org/tags/bras>.

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