This site has limited support for your browser. We recommend switching to Edge, Chrome, Safari, or Firefox.

15% pre-sale discount on Black V for Victory with code BLACKV ends midnight Friday 19th July! Free postage - domestic orders over $150, International over $200. AfterPay available

Our story


Over the last few years, I set my heart on creating the world's first plastic-free bra. Having previously started a brand specialising in wire free bras in natural fibres and proper cup sizes, based on my experience being unable to find one as I went through breast cancer treatment some years earlier, the more I learned about the apparel industry and its wasteful ways, the more I realised there was so much more to do. I spent years sourcing and developing this product to prove it could be done, and that with some effort and forethought up front, we could produce products with their end in sight.

I launched The Very Good Bra on Kickstarter in May 2018 and guess what? Over 700 of you came and bought that bra within 30 days which proved to me that many of you are prepared to buy less buy better, and to shop with your conscience.

There are many great eco-lingerie brands out there, but we are unique in making our ranges completely waste and toxin free, and in proper bra sizes. I am OBSESSED with leaving no post-consumer waste. We use no polyester thread, nylon labels, synthetic elastic or spandex/elasthane - feel free to bury this stuff in the garden after use or place in your worm farm. In 2019 we had the bra eaten in a worm farm within 8 weeks, read more on the blog here!

How we work

Pre-sales fund our production and also minimise waste by helping us to make appropriate quantities across our big size range, and never end up with heaps of waste stock. We will make up additional bras across all sizes but locking in your order in the pre-sale is the only way to guarantee your size. The aim is to run at least 3 pre-sales a year with new styles/materials/colours. This is true slow-fashion, thoughtful and considered. Thanks for your patience.

Our materials and factory

Choosing all natural components, including not just the base fabric, but also the sewing thread, labelling, and accessories, is an expensive option but one that helps me sleep at night, and that I hope will help you sleep well too. I fully understand that the cost of zero post-consumer-waste products can be prohibitive for many, but at present there are so few manufacturers producing the components we need that they remain painfully expensive. It's only by continuing to create a market for these products that we collectively put pressure on textile companies to manufacture more and eventually bring down prices. Over the years I have seen this begin to happen. Manufacturers are scrambling to get some 'green credentials' around their materials. We are at a tipping point and your help and support on this journey to keep clothing out of landfill is incredibly important for everyone's future.

Your order will be packed in recyclable tissue and sent in a 100% compostable or 80% recycled and recyclable poly mailer (you get to choose what's best for you at checkout) either via Australia Post, or by Australia's first carbon-neutral courier company, Sendle.

Our materials are sourced worldwide, from Australia, Netherlands, Portugal, Italy and Germany to name a few. Our manufacturing has been done in Hong Kong and China until March 2020, when Covid saw us move to Sri Lanka. In 2023 we start production in Portugal, a more stable economy closer to our materials suppliers. Many of you would love us to make in Australia but we don't have the factories, skills or machines here since the big brands moved their production offshore. 

In September 2020 The Very Good Bra was honoured to be awarded Best In Class for Fashion Impact at the Good Design Awards. In 2021 we won the inaugural Circle Award for Fashion. In 2022 we became a BCorp.

For every order, we donate $1 and in 2023 we partner with i=Change where you get to choose which project your dollar goes to!

Thanks for listening and supporting x

Stephanie Devine - Founder

Photo by @eliselockwoodphotography


No more products available for purchase