Wireless Wonder: Why Evelyn & Bobbie Might Just Be the Bra Breakthrough We’ve All Been Waiting For

From shoulder welts to weightless lift — how one wireless brand changed everything I thought I knew about support.

Since my late teens, I’ve been a 32EE or F — and firmly wedded to the world of underwired bras. Over the years, underwires gave me the lift and shape I needed, but they came at a price: the sunken red grooves on my shoulders, the wire digs, the end-of-day bra peel-off that felt more relief than release. Wire-free options? Shapeless, saggy, and never enough support. So I stuck to the pain I knew.

Until last month.

Hood Magazine hosted the Scottish launch of Evelyn & Bobbie, and I met founder Bree McKeen. Bree, a Silicon Valley exec turned bra revolutionary, shared her story: tired of boardroom days clouded by discomfort, she imagined a bra that offered true support without the wire. When she discovered the last patent for a bra was filed in 1931 — by a man — she set out to change everything. The result? The EB Core, a patented structure that supports the breasts from underneath and redistributes weight away from your shoulders.

I was intrigued. Then I tried one.

I started with the Defy Bra, a smoothing, high-neck wireless style that looked underwhelming on the hanger… and utterly transformed on the body. The lift was immediate. The shape, impressive. The feel? Like I’d finally unburdened my shoulders without compromising support. I wore it under T-shirts, for long workdays, even during travel — and found myself forgetting I was wearing a bra at all.

Next, I tried the Evelyn V-neck and the vest top. Each one performed — and I mean really performed. No shoulder pain. No sagging. No side squish. Just a soft, supportive hold that lifted without squashing. Bree’s claim that the design helps the bust sit on the clavicle joint rather than the trapezius muscle sounded almost too niche… until I realised I wasn’t getting the usual welts. These bras work differently — and it shows.

What surprised me most? The sizing. As a 32 back, I’m a size Small in Evelyn & Bobbie. Cup sizing is handled by the bra’s flexible, structured design — it adjusts to you, not the other way around. And despite my skepticism around alpha sizing, it fits. Perfectly.

The bras also come in a wide range of shades — from numerous skin tones to pastels and limited-edition colours — and styles are evolving to become as beautiful on the hanger as they are on the body. Inclusivity is clearly core to the brand’s mission, with sizes from XS to 3XL in bras, and UK sizes 4–24 in underwear.

Now stocked in John Lewis in Edinburgh and Glasgow, you can try them on in store. Just don’t judge them on the hanger. The beauty of Evelyn & Bobbie lies in the fit, the feel, and the way they bring out your body’s natural shape — without the pain.

After decades of wires and welts, I didn’t expect to be converted. But Evelyn & Bobbie changed that. I don’t just like these bras — I trust them. And I’ve been showing them off to friends and family ever since.