What personally motivated you to start the company?
Necessity is the mother of invention. Friends since childhood, we grumbled often about how hard it was to find a good bra for our small breasts. We never felt a need to wear a bra. For years, we would buy and wear clothing so you couldn’t see we were braless. This might be a shirt with two pockets, thick fabrics, or layers. Since we didn’t need the support, it felt crazy to wear an uncomfortable bra, and most bras were either too thin to provide coverage anyway or too “push-up” to be meant for us. The biggest insult of all was the underwire bra, rigid and unforgiving to body movement, an overly constructed shelf for little to hold.
What obstacles did you overcome to give you a totally unique perspective on what the market needs?
As smaller-busted women, all we asked for was a comfortable bra with a little support and coverage. Feeling completely misunderstood and underserved inspired us to create Free Reign – a line of comfortable bra tops with integrated lightly padded molded cups engineered to contour to the unique shape of smaller busts. We saw an opportunity to take what we were seeing developing in seamless activewear tops and apply that to everyday wear with soft fabrics, an innovative inner bra and a modern look. Our first product is the Everyday Tank, and we have plans to expand the line in the future. We’ve designed our apparel for the A and B cup woman. We know our customer. We are her.
What inspires you and fuels your creativity?
We’re inspired by Guy Raz and the entrepreneurs whose stories he brings to life through his NPR podcast How I Built This. As with most start-ups, creating Free Reign has been a rollercoaster ride. There are moments that are thrilling and others so anxiety producing they make your stomach drop. Listening to the journey of other founders – the barriers they encountered and the pivotal steps they took on their way to success — is an ongoing source of inspiration and learning
What advice do you have for the next generation of entrepreneurs?
Follow your dream. Don’t shy away from challenges because of fear.
Words to live by.
Do what you love!
P.S. Carroll lives in her Free Reign tank — from tennis to pilates to Zoom. The perfect everyday tank!