{"id":43425,"date":"2024-10-31T14:58:14","date_gmt":"2024-10-31T18:58:14","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=43425"},"modified":"2024-10-31T14:59:12","modified_gmt":"2024-10-31T18:59:12","slug":"harper-wilde","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/harper-wilde\/","title":{"rendered":"Alum’s Firm Sells Garments Long Seen as an Oxymoron: Comfy Bras"},"content":{"rendered":"\n

At Harper Wilde, \u201830 Under 30\u2019 honoree Jenna Kerner Barnes \u201911 offers underclothes for customers of many shapes and sizes<\/p>\n\n\n\n

By Melissa Newcomb<\/strong><\/p>\n\n\n\n

Chatting with a business school friend in the 2010s, Jenna Kerner Barnes \u201911 observed that while many women enjoy shopping for apparel like shirts, pants, and dresses, acquiring a new bra is often seen as a chore.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

Whether it\u2019s the discomfort of underwire and constricting elastic, the awkward experience of being measured in a store, or the hyper-sexualization of lingerie shops, a lot of customers not only don\u2019t relish bra shopping\u2014they put it off as long as possible.<\/p>\n\n\n\n

\u201cSo many industries had been disrupted by businesses creating a better product to serve customers the way they want it,\u201d recalls Barnes, who majored in biology and economics on the Hill and is now based in the L.A. area.<\/p>\n\n\n\n

\u201cBut we were still wearing old, ratty bras with underwire poking out on the side. Why had industry disruption not happened for bras and underwear?\u201d<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n<\/div>

\"Jenna<\/figure><\/div>\n\n\n\n

In 2017, the Arts & Sciences alum cofounded an online clothing business aimed at changing that: Harper Wilde<\/a>, which offers comfortable, high-quality bras as well as underwear, sleepwear, and activewear.<\/p>\n\n\n\n

Its bras and bralettes (wire-free bras with little or no padding) have earned kudos and landed on \u201cbest-of\u201d lists in such media as CNN, Harper\u2019s Bazaa<\/em>r, and Good Housekeeping<\/em>.<\/p>\n\n\n\n

\n

We were still wearing old, ratty bras with underwire poking out on the side. Why had industry disruption not happened for bras and underwear?<\/p>\n<\/blockquote>\n\n\n\n

Among Harper Wilde\u2019s top sellers is its Bliss line, comprising nine styles of bralettes and underwear made of an ultra-soft microfiber.<\/p>\n\n\n\n

Priced at $45, they include styles like V-neck, halter, and racerback, and have straps ranging from spaghetti-thin to wide.<\/p>\n\n\n\n

Harper Wilde\u2019s products come in standard colors (like rose, beige, and black) as well as limited-edition shades such as periwinkle and plum.<\/p>\n\n\n\n

\"Three
Models wearing Harper Wilde’s Base T-Shirt bra.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

The brand\u2019s ethos includes offering a wide range of sizes, from XS to 6XL\u2014which translates to cups from A to DDD\/F and bands from 30 to 50 inches.<\/p>\n\n\n\n

One thing that Harper Wilde bras don\u2019t have is the sort of frilly embellishments typical of the lingerie industry\u2014and that practical approach is by design.<\/p>\n\n\n\n

\u201cWe thought competitors were hyper-sexualizing the market and were out of touch with what women really wanted, which is to be comfortable,\u201d says Barnes, who was named to the 2019 Forbes<\/em> “30 Under 30”<\/a> list in retail and ecommerce.<\/p>\n\n\n\n

\n

We thought competitors were hyper-sexualizing the market and were out of touch with what women really wanted, which is to be comfortable.<\/p>\n<\/blockquote>\n\n\n\n

\u201cWomen are leading board meetings; they\u2019re saving lives in hospitals; they\u2019re working 16 hours a day. They\u2019re not all sitting in a corset waiting for their husbands to come home.\u201d<\/p>\n\n\n\n

When the New York Times<\/em>\u2019 Wirecutter (a subscription-based product-review section) compiled a list of the \u201cbest, most comfortable bras<\/a>,\u201d Harper Wilde took two of the seven spots.<\/p>\n\n\n\n

In addition to the Bliss bralette, Wirecutter praised Harper Wilde\u2019s Base T-shirt bra, which is lined and offers full coverage.<\/p>\n\n\n

\n
\"Three
The company also makes sports bras and underwear in a variety of styles.<\/figcaption><\/figure>\n<\/div>\n\n\n

\u201cIt\u2019s supportive and pillowy soft. Wearing this bra feels like curling up in a favorite armchair,\u201d says Wirecutter. \u201cAnd it\u2019s a bargain, to boot.\u201d<\/p>\n\n\n\n

Manufactured in Sri Lanka, Harper Wilde\u2019s products were initially developed while Barnes and her cofounder were working toward their MBA at Penn\u2019s Wharton School.<\/p>\n\n\n\n

(The company\u2019s name is an homage to two female authors: Harper Lee and Laura Ingalls Wilder.)<\/p>\n\n\n\n

\n

It\u2019s supportive and pillowy soft. Wearing this bra feels like curling up in a favorite armchair.<\/p>\nThe New York Times<\/em>\u2019 Wirecutter<\/strong><\/cite><\/blockquote>\n\n\n\n

\u201cThere were hundreds of women in our program who were part of our target demographic,\u201d Barnes recalls. \u201cBetween classes, our friends would try the prototypes on in the bathroom and give us feedback.\u201d<\/p>\n\n\n\n

As the business has grown, Barnes and her colleagues have sought creative ways to reduce waste from castoff undergarments: through its recycling initiative<\/a>, more than 120,000 bras and 50,000 pairs of underwear have been broken down for use in insulation, rugs, and other upcycled products.<\/p>\n\n\n\n

All photos provided<\/em>.<\/p>\n\n\n\n

Published October 31, 2024<\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

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