Behind The Bra: Why Comfort Must Always Come First

Life today, for everyone, has its challenges. Everywhere we look, there’s discomfort — socially, politically, environmentally. And for so many of us, that discomfort also lives in our bodies, woven through our daily lives.

In March 2022, I launched my brand. After thirty years in fashion, I had experienced the highs and the lows. But the misalignment — the growing sense of unease — became too great. Mentally, emotionally, spiritually, I knew I had to change.

This brand was to be the antithesis of what the fashion industry had become: an industry that, for too long, has perpetuated discomfort, destruction, and overconsumption, filling the void in people’s lives with more stuff. Enter Peachaus — a brand built to challenge the rules, to prove that fashion can be a force for good.

I set out to design the most beautiful, lightweight underwear — foundations that work with a woman’s body, not against it. Pieces that don’t squeeze, restrict, or control, but move, flow, and breathe with her.

What I didn’t expect, when I launched, was what I would learn about women. Because in these three years, I’ve discovered that women live with discomfort every day — not only from the world around them, but from the very garment that’s meant to support them: the bra.

Through hundreds of fittings, I’ve seen how most women wear the wrong size, how rarely we prioritise comfort for ourselves, and how many carry silent pain — shoulder straps that dig in, bands that cut, wires that press on tissue and leave visible marks. Beyond the physical discomfort, I’ve seen what that does to confidence, posture, and spirit.

I want to share a couple of stories of the women I’ve met and the incredible strength that sits behind the bra.

Let’s start with Liz. She suffered chronic pain for ten years and could never find a bra that didn’t hurt, especially around her ribcage. When I fitted her, I realised she was two sizes too small. We found her a beautiful non-wired bra — so light it felt like air. She put it on, looked in the mirror, and started to cry. I asked what was wrong.

She said, “I’ve never felt so comfortable, so supported. You don’t know how life-changing this is for me.” When I asked what her breasts meant to her, she paused and said, “Pain. But now… hope.”

Then there’s Linda. After nine years of cancer treatment, she found me and Peachaus at a wellness festival. She told me she had promised herself a bra fit after her last reconstruction. We did the fitting together. She showed me her scars, her tummy where tissue had been taken, her new breasts and her tattooed nipples, and she said, “You know what? It’s not the surgery that’s the hardest part. It’s your head.”

Then there’s Linda. After nine years of cancer treatment, she found me, and Peachaus, at a wellness festival. She told me she had promised herself a bra fitting after her last reconstruction. We did the fitting together. She showed me her scars, her tummy where tissue had been taken, her new breasts, and her tattooed nipples. Then she said, “You know what? It’s not the surgery that’s the hardest part. It’s your head.”

Those women, and hundreds like them, remind me what comfort truly is. It’s not just physical. It’s emotional. It’s about being seen, supported, and understood. That’s what Peachaus is really about. It’s not just underwear. It’s connection, care, and the courage to find comfort in a world that constantly tells us to put up with discomfort. Behind the bra lies a story, and for every woman, that story matters.