In a world where fuller-busted women often find themselves overlooked by mainstream brands, SugarCandy* is here to shatter the status quo, creating wire-free bralettes that provide maximum shape, lift, and support. Born out of a decade-long expertise in designing and manufacturing nursing bras for fuller busted women, the Australian-based brand is on a mission to prove that boob positivity is here to stay.
SugarCandy* emerged as a sister brand of Cake Maternity, a company specializing in the manufacture of bras for pregnant and breastfeeding women for over 17 years. The team behind the renowned label recognized a gap in the market for non-wired seamless bras for all women, specifically those that could lift and support a fuller bust. With a fierce commitment to making every woman feel comfortable, confident, and supported, SugarCandy* delivers bralettes that truly live up to their promises.
As the brand is all about inclusivity and body positivity, it’s easy to see how this mission has impacted their community and customers. “The marketplace is changing, and I think women in general are sick of looking at picture-perfect models and Instagram influencers. Women want to see other women like themselves as the face of brands. They want brands to be relatable and real,” founder Tracey Montford explains.
One might wonder why big brands have ignored this market for so long. According to Montford, “It is actually really difficult to create a non-wired seamless bra that actually supports a fuller bust. We had to be innovative and think creatively as to how we could achieve this. Big brands tend to get comfortable and have a formula that they follow. Innovation is often not what drives their business.”
As we gear up to chat with the passionate minds behind SugarCandy*, it’s clear that they’re not only creating game-changing bras, but also leading a movement that empowers women everywhere to embrace their bodies, no matter their size. Check out our conversation below.
What inspired you to create SugarCandy?
Sugar Candy is a sister brand of Cake Maternity. Cake Maternity specializes in the manufacture of bras for pregnant and breastfeeding women for over 17 years. A large portion of our market is the fuller bust. We had gotten really good at making comfortable, supportive bras for the fuller bust and recognized a gap in the market for a non-wired seamless bra for every woman that actually lifted and supported.
We love that you’re putting the focus back on fuller-busted women. Why do you think the big brands have ignored this market for so long?
It is actually really difficult to create a non-wired seamless bra that actually supports a full bust. We had to be innovative and think creatively as to how we could achieve this. Big brands tend to get comfortable and have a formula that they follow. Innovation is often not what drives their business.
The label is all about inclusivity and body positivity. How have you seen this mission impact your community and customers?
The marketplace is changing, and I think women, in general, are sick of looking at picture-perfect models and Instagram influencers. Women want to see other women like themselves as the face of brands. They want brands to be relatable and real.
SugarCandy’s wire-free support technology sounds amazing. Can you tell us more about how it works and what sets it apart from traditional wire bras?
A lot of time and effort went into developing our tech. A seamless bra is made from a stretchy fabric which is very comfortable to wear, however, on its own is not strong enough to lift and support a fuller bust. The inner sculpting slings are designed to lift the breast from below and hold the breast in position from the side. The cups are molded with a heat press which creates capacity to help keep the breasts separated.
We’re also loving the anti-mono-boob feature in your bralettes. For those that are unfamiliar, can you explain how it works?
A lot of seamless bras do not have enough capacity in the cups and tend to create a squashed mono-boob look. For a fuller bust, this can be very uncomfortable, sweaty, and also look unattractive. Our bras are designed to lift and separate. Not only does it look more attractive, but it is much more comfortable.
It’s so cool that you’re using moisture-wicking fabric to keep women sweat-free, especially considering that bigger breasts often sweat more. How did you bring this idea from a simple concept to reality?
Unlike a lot of non-wired bralettes for the fuller bust in the marketplace, our bras are not super cheap! There are a number of reasons for this. The fabric we use comes from Europe. It is a Nilit Softex fabric. Benefits of a Nilit fabric include: Ultra-smooth, natural feeling, ultimate comfort, long-lasting/durable, rich coloration, supple fabrication that molds to the body., stretch recovery, and moisture-wicking.
As you’ve mentioned previously, SugarCandy can be a bit more expensive than other bralettes. What sets your product apart and makes it worth the investment?
Ultimately the SC bra will lift and support like no other non-wired seamless bra in the marketplace. Because of the quality of the workmanship and fabrications/accessories used, that bra will also last longer (wash and wear better).
I also read that your team is made up of 95% women, many of whom are F cup and up. How has this influenced the design process at SugarCandy?
The great thing about working with women is that we can all share our experiences, wants, and needs. All new styles are tried and tested before they go into the marketplace. This way we can assure that the SC bras are meeting the demand of our customers.
We love that you’re challenging the notion that fuller bust means fuller figure. How do you see this message evolving in the fashion industry?
The SC brand is inclusive. Whether you are fuller bust or fuller figure, we hope that we are meeting the demands of our customers. We recently expanded the band size offering to 3XL and 4XL as demand had become so great that we could no longer ignore the requested for a size increase. We are always working on new developments, including size range expansion. All aspects of the bra need to be carefully considered and tried and tested when expanding the offering, to ensure all sizes uphold the SC values.
What advice do you have for women who are struggling to find the perfect bralette for their body type?
I have one piece of advice for any women investing in bralettes. Don’t let price dictate what you purchase. Often cheaper products are inferior and will not give you the support, lift, and comfort you deserve. Buy fewer quality bras rather than a lot of cheaper ones. Quality bras will last longer and be a better investment long term.
Lastly, we have to know: what’s next for SugarCandy?
The current range is made up of seamless non-wired bras only. We are busy working away on other bra styles using our innovative tech. Once again they will be non-wired bras for the fuller bust.