New York-based online underwear startup Lively was founded by a former senior merchant for bras at Victoria's Secret. The brand prides itself on being a bridge between athletic wear and lingerie, which it has coined "leisurée."
Bras cost $35 and come in a mix of styles including bralettes, t-shirt bras, push-up bras, and plunge bras.
"I admire Victoria's Secret as a business, but I stopped relating to the fantasy and the push-ups and the armor, it was too much for me," founder Michelle Cordeiro Grant told The New York Times in 2016, shortly after she launched Lively.
"I wanted to create something more authentic for the modern woman, where she doesn't have to choose between style and comfort. Victoria's Secret is the mind-set of 'How do I feel when a man looks at me?' versus 'How do I look when I'm feeling confident, comfortable and ready to take on the day?'" she said.
The company announced it had raised $3 million in funding last Wednesday, which is reportedly being invested into opening stores. The company recently trialed a selection of pop-ups in the US.