Founder Designs Wireless Bra to Ease Shoulder Grooves, Back Pain and Posture Strain

Bree McKeen, who for years wore underwire bras that left deep grooves in her shoulders, developed a wireless bra intended to shift weight off the shoulders and redistribute it across the torso to reduce pain, skin irritation and posture problems. McKeen, who described herself to The Post as a 34G, said the Evelyn & Bobbie design uses bonded layers of technical fabric and a patented lift system to deliver what she calls a "360° ergonomic lift" without rigid parts.

McKeen told The Post she drew on an engineering background, anatomical research and personal experience when she created the line after conventional bras repeatedly failed to provide comfort and support. She said many women with larger chests cannot substitute soft bralettes for structured support without sacrificing the professional silhouette they want. The company also departs from traditional cup-and-band sizing, a change McKeen defends by noting studies and fitting-room surveys that indicate a large share of women wear the wrong size.

Evelyn & Bobbie bras are marketed as wire-free while providing contour and lift through engineered fabrics and construction rather than metal underwires. The brand promotes materials described as "highly responsive" that mold to the body without losing support and built-in flex zones that allow the garment to adapt across ribcage and bust variations.

McKeen listed six fitting priorities she said consumers should seek when trying on bras: a wire-free lift achieved through engineered structure rather than metal; wide, supportive straps and bands to spread weight and reduce neck and shoulder strain; four-way stretch fabric that breathes and moves with the body; a posture-strengthening back to help balance weight and promote spinal alignment; soft seams and printed or unobtrusive labels to avoid skin irritation; and an overall fit that prioritizes function and individual body shape. "A good bra works with your body, not against it," she told The Post. "It should feel like a second skin — one you barely notice throughout the day."

Health professionals have long said that ill-fitting bras can contribute to a range of complaints. Visible indentations and red marks on the shoulders are common, and persistent poor fit has been associated with neck and back pain, tension headaches, altered posture and skin chafing. Some advocates and clinicians also raise concerns about the effect of constrictive garments on circulation and lymphatic drainage, although the degree of risk varies with garment design and individual anatomy.

McKeen said her bras can be hand-stretched to achieve a custom feel and retain support through activity. "You can literally hand stretch the bras to a perfect fit," she told The Post. "So now, even as a 34G, I get the support and shape I want, but I can move, breathe, stretch, and get s—t done, pain-free."

The company’s approach reflects a broader market shift toward comfort-focused lingerie that still aims to meet aesthetic expectations. Retail and fit experts advise regular professional fittings, attention to strap and band placement, and replacing bras that have lost elasticity. McKeen argues that engineering and modern textiles can reduce the need to trade comfort for shape, a point she framed as part of a cultural change in how women are taught to assess bra fit.

Evelyn & Bobbie markets its wares as an alternative for those who seek both support and comfort without traditional underwires. McKeen said the goal is to create garments that lessen daily discomfort and reduce the physical signs of strain while preserving the look many wearers want in professional and social settings.