Harper Wilde Wants To Change The Way You Shop For Bras

Let's face it, bra shopping isn't the most pleasant experience. In fact, I'm pretty sure most women dread it. Bras are often expensive and uncomfortable, and the process of trying them on in the store is even more uncomfortable. New start-up Harper Wilde is seeking to change the way women shop for, and think about, bras.

Jenna Kerner and Jane Fisher, who met while getting their MBAs at Wharton, started Harper Wilde after contemplating a question that women everywhere have asked themselves since the beginning of time (I'm guessing), "why are bras so expensive?" That question led to even more questions like, "why are bras so over-sexualized?" And, "why are bras covered in embellishments?" From there they decided to create a line of bras that women actually wanted, and after interviewing hundreds of women about the topic, they figured out what exactly women are looking for in a bra.

Harper Wilde's bras are obviously comfortable, but one of the cooler things about the brand is that they can send you three different bras to try on in the comfort of your own home — much like the wildly successful Warby Parker business model — so you can really get a feel for how the bra fits and whether it will show through your favorite white t-shirt.

And if the idea of trying on comfortable bras in your own home wasn't compelling enough, part of Harper Wilde's mission is to empower females of all ages. Through Harper Wilde's cleverly named 'Lift Up The Ladies' initiative, they've partnered with The Girl Project to support young girls' education.

"When we first discussed building this company, we knew we wanted to find a way to give back," explains Kerner in a press release. "A strong, empowered woman is the product of an educated young girl, so donating to education was a no-brainer."

All of the bras cost $35, which was one of Harper Wilde's biggest priorities. Fisher and Kerner were determined to make sure women could actually afford their bras.

So if you're looking to shake up the way you buy bras, Harper Wilde is a no brainer. You can shop Harper Wilde's bra collection on Harperwilde.com.