Blissclub expands comfort-driven inner wear offering with ‘FreeDame’ line (#1683196)

Indian apparel brand Blissclub has expanded its inner wear offering and launched a line of comfort driven designs named ‘FreeDame.’ The product range caters to a wide range of sizes and does not use the traditional underwires found in many bras.

“Blissclub is a brand built by women, for women and we believe that bras have been the corsets of the 21st century,” said Blissclub’s founder and CEO Minu Margeret in a press release. “Myself included, most women can’t wait to get home at the end of the day to get freedom from their bras. With FreeDame, our singular problem statement was to solve this.”
 
FreeDame has launched in sizes ranging from ‘XS’ to ‘4XL.’ The line’s products include a ‘FreeDame 360° Support Bra,’ ‘FreeDame No-Show Seamless Bra,’ ‘FreeDame Shape Defyne Cotton Panty,’ and ‘FreeDame Tri-Zone T-Shirt Bra’ among others.

“Each piece in the FreeDame collection is designed for every-body, every shape and size, offering a perfect balance of comfort, support, and invisibility,” said Margeret. “It’s unbelievable that women have metal wires digging into their skin through the entire day, that’s what underwires are. We wanted to completely re-engineer this, so all FreeDame Bras are designed for insane support, without the underwire —this is the inner wear you will never want to take off.”
 
Minu Margeret launched Blissclub in Bengaluru in 2020. Along with its direct to customer e-commerce store, the brand also retails from 15 retail outlets in five Indian cities and tailors its apparel to Indian body types.