The women’s undergarments industry is going through radical changes, and much of it revolves around functionality and comfort.

Startup brands such as True & Co., ThirdLove and Shapermint are taking cues from direct-to-consumer retailers like Warby Parker and have launched growing businesses driven by internet and social media campaigns aimed at convincing women that their products are the perfect blend of comfort, functionality, and design.

One innovation is personalized fit quizzes that help women figure out what size to buy, and which products will support their unique body style the best. This is key because as many as 80% of women may be wearing the wrong size bra, in part because sizes can vary drastically from brand to brand, according to a survey by Victoria’s Secret. Most online-only brands offer free returns or exchanges for items that don’t fit.

Modern women prize functionality and comfort, and Millennials are drastically changing the bra buying landscape by shopping online more often than Gen X and Boomer women. Millennials are also more likely to wear sports bra styles, according to research by NPD Group.

Wireless bras, bralettes, racerback bras and bras inspired by athletic apparel are getting more sophisticated, with support technology come from performance fabrics and the structure of the garment so it doesn’t dig into the skin or chafe the way bras did for generations.

Designers and manufacturers of bras, underwear, shapewear, slip shorts and other undergarments are also using more stretchy, breathable materials that help keep women dry and more comfortable from dawn until bedtime.

These materials also make it possible for women with active lifestyles to wear the same bras and undergarments from the office to the gym, and most of the garments can be machine washed on gentle cycle with a simple mesh bag for easy maintenance.

We hope to see more retailers push even further by incorporating cooling fabric into their next generation of bras, underwear and other undergarments. brrr°’s patented technology uses a special blend of natural cooling minerals plus active wicking and rapid drying to create a “Triple Chill Effect” that won’t ever fade or wash out. brrr° fabrics are independently lab tested to prove the cooling properties, and they consistently outperform other brands.

Find out how brrr° cooling technology take undergarments to the next level. You can reach us here.