One bra, eight ways to put it on: Springrose bets on adaptive intimates

The idea came in 2015 from Nicole Cuervo's grandmother Rose: she had arthritis, her bra straps dug into her shoulders, and the only adaptive alternative was a shapeless white cotton style in three sizes. In 2020 the designer founded Springrose, named after her grandmother. As Cuervo told the trade site Lingerie Briefs, she first interviewed and surveyed hundreds of women as well as physical and occupational therapists.

The findings shaped the design: 58 of the first 60 women interviewed disliked underwire, and 75 per cent wanted straps that adjust at the front. Development took three years and more than 20 rounds of prototypes. The flagship bra can be put on in eight ways in under 15 seconds; a gripping ring suggested by a hand therapist went through 17 versions. "I want to make sure people have options that respect their dignity and provide them with independence," Cuervo says.

Springrose says it serves people with more than 50 conditions, including arthritis, long COVID, frozen shoulder and post-surgery recovery. Plans include distribution through lingerie boutiques in the US, a trial launch in Australia, an adaptive sports bra in early 2027 and a swim collection around 2028.