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Helena Kaylin unveils Mindd

Feb '20
Pic: Mindd Bra Company
Pic: Mindd Bra Company
Helena Kaylin, a veteran apparel and intimates industry expert, has unveiled Mindd, a direct-to-consumer wireless bra company, created specifically for the D+ shopper. Mindd's debut line – The For Life Collection – will introduce the first bras which have been designed using Mindd Tech, the brand's proprietary, patent pending fit technology system.

Kaylin formerly held executive leadership positions in brands such as Victoria's Secret, Under Armour, Uniqlo, Lululemon, and Calvin Klein. She most recently served as chief merchandising officer at Carbon38. Despite being on the front lines of product development for more than two decades, Kaylin grew increasingly frustrated by what she saw as a significant lack of quality bra options for the D+ shopper, especially given the significant market share this consumer represents.

Leveraging her industry experience, and her experiences as a D+ shopper herself, Kaylin created Mindd to address the needs of this consumer and design beautiful, comfortable, and truly supportive bras. Kaylin began the process by meeting face-to-face with more than 100 D+ women, collecting insight related to their bra experiences that would ultimately guide the design and technology behind Mindd products.

"One piece of feedback that came through consistently was that D+ shoppers wanted the comfort that came with a wireless bra, but didn't feel wireless bras on the market were designed with them in mind," stated Kaylin. "Despite the fact that there are so many bra companies out there, these women felt that when it came to their D+ options, they had to either forego comfort by choosing a wire bra, or sacrifice style, typically resorting to a sports bra that, while functional, didn't make them feel beautiful."

A widely reported statistic states that approximately 80 per cent of women are buying the wrong bra size, which Kaylin believes largely due to the lack of bras available which accurately account for a women's everchanging shape, which can fluctuate on a daily basis for a number of reasons, including stress, menstrual cycle, fatigue, etc.

With that in mind, she built Mindd Tech – a proprietary, patent-pending fit technology that addresses the significant pain points of the D+ shopper. Kaylin drew inspiration from nature, considering animals whose shell or protective structure adapted with their ever-changing shape and size. Leveraging the invaluable design insight and experience she gathered over the course of her career, she also explored various fabrics and textures women wear every day. Each textile serves a specific purpose, whether that's comfort, support, or style. Mindd Tech also identified seven specific lift zones in the design of Mindd bras, ensuring each area naturally adjusts to each users' body.

"I created my first prototype by cutting up and combining a handful of unexpected everyday materials, with the aim of addressing the pain points that I knew a D+ consumer experiences," stated Kaylin. "This included everything from fishnet, which easily adjusts and breathes even when our shape fluctuates, to spandex from my favourite shapewear, knowing this material makes me feel fully supported. The final product certainly wasn't the prettiest, but this exercise ultimately helped me create the technology applied to Mindd bras today."

Fibre2Fashion News Desk (SV)

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