Dive Brief:
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Jackson Hole, Wyoming teenager Megan Grassell took her 13-year-old sister shopping for her first bra, but they could only find sexy pushups and other options they deemed alarmingly inappropriate.
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The 18-year-old used a Kickstarter campaign that ended this month to launch Yellowberry, a line of underwear for teens and tweens that takes them from little-kid undershirts to adult lingerie with something in-between.
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The $42,000 raised through Kickstarter has financed the first production run. Products can already be bought online.
Dive Insight:
There’s been quite a bit of discussion and even activism around the over-sexualization of apparel, especially lingerie, for tweens and young teens, but this enterprising teenager has actually done something about it. The bottom line for her, it seems, was not just that the options were appalling, but that there should be alternatives. Thanks to her, now there are. The question remains why existing retailers haven’t adequately met this need. But watch them get in the game if Yellowberry finds success.