Ever for the reason that invention of the bra, which was a revolution in itself, designers and business have tried to design the proper match for all sizes. One thing that many agree has not been achieved but, and maybe by no means will, as a result of everybody has completely different wants. Each from time to time a brand new model emerges from the necessity of ladies to really feel higher supported beneath their garments. Introducing Mushy Revolt, the most recent model to start out a bra revolution.

Over a 12 months in the past I met the founding father of Mushy Revolt, Elles Roeleveld, at a Round Textiles seminar in Amsterdam. We took half in the identical workshop, about discovering innovating companions. I used to be searching for companions for my Residing Color bacterial textile dyeing mission and Elles was searching for a designer to assist her form her model. We rapidly found we had lots in widespread, we had each labored at ING financial institution (sure, that is proper, I used to work in mortgage administration whereas finding out Vogue), her father labored in industrial dyeing and I labored as a Lingerie Designer proper after graduating. We exchanged contacts and received collectively for a brainstorm to see if we may assist one another.


I had labored with a few startup manufacturers earlier than, and I am all the time a bit hesitant to work with startups, as a result of more often than not they don’t know how onerous and expensive (by way of money and time) it’s to begin a style model. However Elles appeared decided, she had years of company expertise, so she knew her enterprise and had all the time had a ardour for lingerie. Her objective: to design the primary bralette that helps a fuller bust. This was one thing I may get behind, as a result of I knew there was a marketplace for it. So we determined to collaborate. 

Soft Revolt knitted bralette
The CLEO47, the primary knitted bralette by Mushy Revolt


Designing a supporting bralette appeared like a brilliant revolutionary course of to me. So I questioned how revolutionary the model would turn into, as a result of innovation is kind of a journey. I additionally talked about sustainability, as a result of beginning a brand new model with out contemplating sustainability would not make sense. At the moment, innovation and sustainability weren’t excessive on the agenda.
The principle objective was to develop a product that was useful but
stunning. So we began to see how we may enhance the present method
that bralettes have been designed and made. Along with a bunch of specialists we analysed the present market and merchandise. Idea growth is one in every of my favorite components of the design course of
and with a brand new model the whole lot is vast open and doable. I helped kind the model’s voice and magnificence and collectively we designed the primary assortment on paper. The gathering appeared promising and alluring. However proper earlier than the prototyping stage, we nonetheless felt that one thing was lacking. What was lacking was true innovation. Rethinking the way in which bras are made altogether.

Mushy Revolt co-founders Anet van
Haaster (proper) and
Elles Roeleveld (left)


What was lacking was true innovation.
Rethinking the way in which bras are made altogether.


I had talked to Elles in regards to the innovation in knitted shoe uppers with built-in knitted assist and proper at the moment Elles went to see Li Edelkoort’s pattern forecasting occasion. At that occasion she had the prospect to briefly discuss to Li and Li mentioned “I do not perceive why knitted bras nonetheless do not exist”. Proper then and there one thing clicked in Elles’ head. She was going to design the primary knitted bralette!


Knitted bras aren’t utterly new. Many years in the past underwear was typically knitted and knitted sports activities bras for athletes have been round for the reason that 70’s. However knitted lingerie, that is new! And on the similar time the most important problem, the way to develop a knitted bra that does not appear like a sports activities bra or these seamless bras you see on TV procuring channels? My experience ended there, and Elles discovered the proper new collaboration associate in Knitwear Lab together with a brand new workforce of freelance designers and advertising specialists. I advisable she’d apply for the Local weather-KIC accelerator, which she did and efficiently accomplished, leaving 120 different startups behind. And now the gentle launch is lastly right here! They begin with the launch of 1 bralette, the CLEO47, which seems to be utterly completely different than the preliminary designs, however remains to be based mostly on its foundations. My favorite element? The attractive again!


Mushy to the pores and skin – Mushy to nature – Mushy to us

After creating 47 (!) prototypes, Mushy Revolt is now prepared to start out manufacturing. After months of analysis into knitting machines, yarns and stitches, Mushy Revolt has succeeded in creating a 3D knitting approach during which the bralette is produced in a single piece. A way more sustainable method of manufacturing and nearly no residual waste. The result’s the CLEO47; a non-wired and seamless bralette that gives assist for fuller cup sizes. You possibly can pre-order the bralette right here



Sooner or later, Mushy Revolt goals to develop right into a fully-fledged lingerie model with extra designs supposed for various functions. In addition they wish to give ladies gentle assist throughout train or, for instance, within the interval after childbirth. And finally a bra additionally comes with matching bottoms. To make Mushy Revolt really future-proof, additionally it is their ambition to make the merchandise round. As a result of they use a knitting approach, the yarns could be completely reused for brand new merchandise. That is how they transfer from sustainable to zero waste.

I am proud to have contributed to the early stage growth of this model and am amazed by the pioneering journey Mushy Revolt has taken to get to this stage. I count on superb issues sooner or later!



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