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How These Brands Innovate in Intimates by Reengineering the Bra

Startup lingerie brands are disrupting an undergarments industry that hasn’t changed much since Howard Hughes designed the underwire bra in the 1940s to highlight actress Jane Russell’s bosom in The Outlaws, though as the story goes, she ditched the “ridiculous” garment and surreptitiously wore her own. At some point, the “over the shoulder boulder holder”…

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