Underneat Introduces Jelly Bra with Patented JellySoft™ Technology

Underneat has launched the Jelly Bra, a technology-led innovation designed to combine the support of a wired bra with the comfort and flexibility of a wire-free design. Powered by its proprietary and patented JellySoft™ technology, the new bra is positioned as an alternative to traditional underwire bras.

JellySoft™ is engineered to flex with the body rather than resist movement. Inspired by the flexibility of gel, the technology uses a flexible jelly-gel support system to provide lift, shaping and support while aiming to reduce the digging, pinching and pressure points associated with conventional underwires.

The design also incorporates strategically placed silicone side fillers to gently centre the bust and minimise side spillage. Its seamless bonded construction creates a smooth, invisible finish under clothing, making the bra suitable for everyday wear, including long workdays and commutes.

“We didn’t want to make just another wire-free bra, we wanted to rethink support itself,” said Kusha Kapila, Co-founder, Underneat. “For too long, women have accepted discomfort as the price of support. With JellySoftTM, we’ve challenged that trade-off by creating a bra that feels lighter, moves with you through your day and lets you forget you’re even wearing it. That’s the future we believe intimate wear should deliver.”

The Underneat Jelly Bra is available in three silhouettes: Everyday T-shirt Jelly Bra, Everyday Comfort Jelly Bra and Everyday Support Jelly Bra, offered in Beige and Black.

With this launch, Underneat is focusing on the evolving demand for comfortable, wire-free intimate wear that does not compromise on support. The Jelly Bra brings together flexible engineering and seamless construction to offer a lighter and more adaptable approach to everyday bra support.

Price: Starting at ₹1,999
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