ethos provides personalised co-designed bras, offered in a modular product format enabling a build a bra service both online and in store.
Every woman’s body is different therefore at ethos the consumer selects the bra’s components. Whether that be the amount of padding, length or width of straps at ethos the consumer chooses.
The aim of ethos is inclusivity by facilitating the purchase of lingerie that is comfortable to wear and which incorporates a unique skin tone collection to represent the many different skin colours within the population. The brand will offer a more inclusive size range as standard from 28A – 46K.
80% of UK women are wearing the wrong bra size (Davis, 2018). The ethos service incorporates a fit questionnaire to establish the correct bra fit for the customer.
ethos will promote inspirational stories about body confidence; which are not overt but reflect real life in order to engage others and demand a presence within our consumers. At ethos the focus is on achievements rather than appearance. The brand aims to promote each individuals ethos as unique and personal to them.