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Co-creating the best bras + underwear for women, by women

You told us you wanted a cute bra, a comfortable bra without underwire, a wireless bra with support – basically, you wanted the dream bra that fits how bras should fit and feels amazing.

We heard you!

You wanted natural material underwear in classic styles that don't dig in, underwear that holds you just right and in all the right places. That's why, for 2+ years, we've been listening to you along with our community of 1200+ women to bring the bra and underwear of your dreams to life.

coming Fall 2024

Explore the next era of intimates. In the meantime, join the Co-Lab.
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Coming Soon

  • Supportive Wireless Plunge Bra in Sienna Made with Tencel Modal Front

    Comfortable Bras

    Our community-led bras are the most comfortable wireless bras with support and functionality.

    We built these with comfort engineered into every detail: bras with wide straps that don't dig, luxuriously soft natural fabric, and an innovative hidden power mesh (no wire here) for a bra that lifts, shapes, and supports.

    Community co-created for inclusivity, our collection spans sizes XS to 3X, offering standard, full-busted, and plus-size bra options for A to G cups. We're ready to share the best bras for elevated everyday wear – so comfortable you'll forget you're wearing them. 

  • High Rise Brief Women's Underwear in Mahagany

    Elastic Free Underwear

    Our co-created underwear is engineered to be the most comfortable, natural fabric undies.

    Our modal underwear is made from natural, breathable fabric, so there's nothing to sweat (literally). Soft, stretchy, and never any elastics that cause digging and panty lines, these undies have got it all.

    Co-created by and for real women, our collection of undies allows you to look and feel your best. Whether you like cheeky panties, hipsters, bikinis, or ultra-comfy thongs, these will be the best underwear you'll ever get your hands (or booties) on.  

What is iteration?

After 10+ years working for bra brands that miss the mark, the team at iteration is on a journey to make intimates for the next era by leaning into community co-creation, fashion tech, and of course, iterating.

iteration stands for continuous improvements, and whether it’s bras or ourselves, we will always strive for that next best version.

Join our community to co-create, innovate, and iterate with us to solve real intimates problems.

Intimates with intention

  • co-created

    Our product creation is community led to make the bras + undies you actually want to wear all day long.

  • Thoughtful Design

    We engineer our styles with comfort + longevity in mind using quality construction and elevated materials.

  • Ethically Made

    We vet our partners to ensure factory workers receive a fair wage and are treated with respect and dignity.

  • Sustainably Sourced

    Our team hand selects every material with an emphasis on natural fabrics and eco-friendly elastics + trims.


  • 5 star testimonial

    I LOVE these bras.

    "I LOVE these bras. I don't think I've ever had bras that I love. These are the ones that I want, EVERY SINGLE DAY!

    - Amber, size L, bra wear tester

  • 5 star testimonial

    This feels very secure and stays in place.

    “This feels very secure and it stays in place. I have no doubt that I could stand on my hands and nothing’s gonna come out. My other bras, on the other hand, I can't bend over to pick stuff off the floor.”

    - Cris, size 1X+, bra wear tester

  • 5 star testimonial

    They felt invisible!

    "The fabric is amazing!!! This is the most comfortable underwear I’ve ever worn!! I swear I’m not exaggerating. They felt invisible like I wasn’t even wearing any underwear."

    - Aliza, size XS, panty wear tester

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