The first time a girl goes bra shopping is a pretty huge deal. No wonder Megan Grassell was less than impressed with what was on offer when she took her kid sister to buy her first bra.
“The choices for her, and for all girls her age, were simply appalling to me," recalls Grassell. "They were all padded, push-up and sexual. Not only that, they did not fit her body properly, which automatically made me wonder ‘Where were the young, cute and realistic bras for girls?’ There were none!”
According to an article in Lingerie Talk, the 18-year-old from Wyoming decided then and there to channel her grievance into a business. Yellowberry was born.
Her Kickstarter project, a wholesome underwear company for 11-15-year-old girls, immediately struck a nerve, raising nearly $42,000 within 30 days to finance its first production.
Together with her mom, Lynn, Grassell is not just selling a product, she's selling a revolution and fighting back "against the hyper-sexualized commercial environment that adolescent girls face every day."
And how refreshing is it to see a company that is simply allowing girls to be girls, to make the most of that window in their lives.
“You shouldn’t have to buy a sequined push-up bra when you’re 13," said Gressell. "You shouldn’t have to feel pressured to look a certain way.” We couldn't agree more.
Check out Yellowberry's colourful, soft cotton bras. Here's hoping Yellowberry paves the way for more companies like it.
This lingerie brand scored a big fail for its underwear line for tweens.
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