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How These Brands Innovate in Intimates by Reengineering the Bra

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

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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