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Bye Bye Sports Bra, Hello Ruby Ribbon Sport Demiette™


Bye Bye Sports Bra, Hello Ruby Ribbon Sport Demiette™

The Experts in Wire-Free Support Do It Again. Sport Demiette™ Comfortably Supports Women of ALL Sizes

PR Newswire

BURLINGAME, Calif., July 25, 2018 /PRNewswire/ -- Ruby Ribbon, the Silicon Valley-based intimate apparel company known for its revolutionary bra-replacement cami, has announced its first active bra replacement. The Sport Demiette™ offers Ruby Ribbon's signature wire-free support, shaping and comfort for all cup sizes.

Ruby Ribbon's Sport Demiette and Reversible Sport Crop Leggings.

Made with antimicrobial performance fabric, the Sport Demiette™ is designed to keep women cool, comfortable and supported.  A racer back with adjustable straps makes it versatile, while variable compression featuring 360-degree stretch ensures durability and movement without the use of underwires.  Available in sizes 32-50, Ruby Ribbon designed its Sport Demiette to be size-inclusive, serving women of all sizes.

"The introduction of the Sport Demiette™ brings us closer to our vision of a world without underwires. We want to give all women the option to be supported with comfort, which is already evidenced in our bra-replacement and swimwear products. Through our technology, we ensure women of all sizes are not only well-supported, but comfortable," said Anna Zornosa, CEO and Founder of Ruby Ribbon. "Whether women wear it with leggings during a vigorous workout or with jeans and a bomber jacket, the Sport Demiette is a functional and stylish option for women of all ages, shapes and sizes."

Ruby Ribbon is on a mission to replace every bra in a woman's drawer with products that provide support without a trade-off in comfort. The company has pioneered the use of performance fabrics and variable compression to create new products and product categories and has sold more than 500,000 of its flagship Camisole. Ruby Ribbon offers bra replacement options for everyday wear like the Lace Classic Camisole and Demiette™, as well as Sheer Camis for date night, Convertible Slips for special occasions, the Dream Cami for sleeping and even a Nursing Cami for new moms. The Sport Demiette™ is designed for active women of all sizes, but is particularly notable for covering bra band sizes over 40 and all cup sizes, from the smallest to the largest. Although the sports bra market has grown 20 percent in the United States since 2016, active women in sizes 40 and higher are not served by the leading providers of activewear.

"The inclusiveness of Ruby Ribbon's intimate products is refreshing, as is the company's focus on providing high-touch customer service in categories that beg for customer education," said Moira Nelson, CEO of New York's Bra La Mode, which consults on lingerie products. Ruby Ribbon's products are sold by a nationwide network of independent stylists who work individually with each customer. "Customers love the one-on-one consultation aspect of the direct retail environment," she said.

The new Sport Demiette™ is available today in black for $79. It is part of a new Active Capsule from Ruby Ribbon, which also includes: reversible leggings that go from solid black to dusty rose, on-trend colorblock leggings, as well as two breathable tanks. You can see the full Active Capsule on pages 28-31 of our Look Book:

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About Ruby Ribbon

Ruby Ribbon is an apparel company, focused on intimates, that sells its products nationwide through a technology-empowered network of Independent Stylists. True to its mission of supporting all women, Ruby Ribbon's award-winning intimate apparel and on-trend fashion are designed for comfort, style and fit. The company supports female entrepreneurship by enabling each Stylist to operate her own business. Ruby Ribbon is backed by investors including Trinity Ventures, Mohr Davidow Ventures and DBL Partners.


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