What is it? Launching today, this new brand specialises in sports bras that come in E+ cup sizes – all made in the UK using eco-friendly materials.
Who’s behind it? Lizzie Gordon, 30, who quit her commercial research job last September to focus on making her dream business a reality. “I’ve always had bigger boobs and constantly felt forgotten or overlooked by brands, especially when I’d see my smaller-boobed friends buying loads of nice, sustainable sports bras,” she tells Stylist Loves. A short course on lingerie design gave Lizzie the confidence to launch B.X.M – a play on the word ‘buxom’. “I wanted to take something that has previously been used as a bit of a derogatory or sexualised term for a bigger-busted woman and reclaim it as positive and uplifting,” she says.
Why you’ll love it: Struggle to find bras that make you feel supported while exercising? B.X.M’s two innovative designs are worth checking out. The wide underbands are made from rigid yet comfortable elastic that grip the ribcage without being painfully tight, while the straps feature hook-and-notch fastenings to stop them loosening during workouts. The fabric is important too: each bra is crafted from a reassuringly high-coverage yet lightweight form of recycled nylon made from ocean plastic. And if you’re in the market for a T-shirt to go over your new sports bra, try B.X.M’s limited edition designs created with Manchester-based artist Laura Frances Heitzman. Big boob energy, indeed. From £45; iambxm.com