Dear friend — because after this many years and this many bras, that's exactly what you are — I've sat down to write this letter more times than I can count, and deleted it just as many. How do you say thank you for twenty-five years in a way that actually means something? I'm still not sure I know. But I'm going to try.

It started with a simple, almost embarrassingly obvious idea: a bra shouldn't hurt. Not at the end of a long day, not underneath something dressy, not ever. I'd worn my share of bras that dug in, wires that poked, straps that slid no matter how many times I adjusted them — and I kept waiting for someone to make the comfortable version. Eventually I stopped waiting and started designing one myself. That's where the Ahh Bra came from. Not a marketing plan. Just a genuinely selfish wish for something better, that turned out to be a wish an awful lot of you shared.

What 35 Million Actually Means to Me

Numbers like that are strange. They're too big to really picture — I can't conjure 35 million of anything in my head. So instead I think about it one bra at a time. One person, somewhere, pulling an Ahh Bra out of the box for the first time and feeling that little exhale of relief. Multiply that moment by 35 million, and that's what this milestone actually represents to me. Not units. Relief, over and over again, for a quarter of a century.

I've read so many of your notes over the years — the ones that say a certain bra got you through chemo, or a wedding, or twelve-hour hospital shifts, or just an ordinary Tuesday that needed one less thing to be uncomfortable. I don't take a single one of those for granted. They're the reason we keep making sizes XS through 5X the same price, every single one. They're the reason "good enough" has never actually been good enough for us.

Twenty-Five Years, In a Few Small Moments

Where We Go From Here

Twenty-five years in, I'm more excited about what's next than I was at the beginning — mostly because now I actually know what I'm doing. We're still designing new styles, still reading every piece of feedback you send, still chasing that same feeling: the one where you put something on and forget you're wearing it at all.

So — thank you. For the notes, the reviews, the recommendations to your sisters and your daughters and your best friends. For trusting us with something as personal as what you wear against your skin, year after year. Twenty-five years and 35 million bras isn't a company milestone to me. It's 35 million small acts of trust, and I intend to keep earning every one of them.