Sports bras are having a moment. Nike and luxury athletic wear company Bandier are hoping to bring a bit of custom flare to the undergarments.
The two companies teamed up to launch a customized bra popup shop in Manhattan this week called BraHaus, which allows consumers to choose from a series of styles and print tongue-in-cheek sayings directly onto the bra. Nike joins companies like Victoria’s Secret that have placed an increased focus on sports bras in recent months, bringing style to garments that have historically been designed with a simpler aesthetic.
The bras range from $70-$80 and will be available at Bandier’s flagship store on Fifth Avenue in New York City through July 16. Once inside BraHaus, shoppers are directed to a spa-like room on the second floor where they receive a complementary bra fitting, fresh juice and nutrition consultation.
The bra is then fed through a machine using heat to seal in the print, before being specially packed away.
A machine is then used to print the captions onto the bras, heated to more than 300 degrees.