Carriwell has created a patent-pending technology that it believes will offer the maternity lingerie market a revolutionary bra that offers solid support without the use of wiring.
The nursing and maternity brand will unveil GelWire at baby fashion trade fair Kind + Jugend next month and said that "despite only being in its launch phase, [it] has already received endorsement from leading experts within the field".
The GelWire technology works by replacing traditional underwiring with a soft and flexible gel, making the product ideal for pregnant or breastfeeding women who are advised not to wear underwired bras. While maintaining a soft and flexible bra – the cup is designed to stretch by up to two cup sizes – the technology also gives strong support, something that can be lacking in many wireless bras.
Carriwell managing director Dean Grobler said: "The team at Carriwell have been committed to delivering the very best comfort and support to new and breastfeeding mums for a number of years, but with our new technology we feel truly proud of what we can offer them. This new development is set to completely revolutionise the maternity and nursing lingerie scene and we could not be more excited to be leading this change.
“Thanks to our new and exclusive GelWire bras, mums can continue to get the very same support that they have enjoyed from their underwire but in a safe, comfortable and flexible way to support their breastfeeding experience.”