'Here at Heist, we have always been passionate about studying categories that are broken and designing solution-providing products. First hosiery, then shapewear, then the bra. It’s been on our agenda since day one.'

'We knew we wanted to develop a bra that stood out in the market, that sat proudly aside the game-changing products in its industry. We wanted to reinvent the concept and construction, turn tradition on its head, and challenge what we've been taught about our bras – how they fit, how to put them on and how we navigate size, style and support.'

'The Contour Bra has seen many iterations and fits and has been just over three years in development with many brilliant minds and eyes on the development of the product.'

'It began with intense research into the market, and in-depth discussions with external parties studying the history and evolution of the bra as we know it today. We undertook rigorous testing of the materials and construction, conducting numerous fit sessions and fit testing sessions with Professor John Tyrer. From these findings we created new samples, improving the bra's performance each time.'

'We wanted to borrow codes and conventions from sportswear, while thinking outside the box when it came to traditional bra design and development. We had to develop new components that didn't yet exist, from the moulding of the mesh and polyamide cups, to selecting, testing and trialling silicone underwires as an alternative to metal wires – all while continuously fitting and devising a new size chart.'

'To finally be at a stage where we’re ready to share it with our customers, who have been asking for it for so long, feels like a huge milestone. The reaction we've received so far from the team, our fit models, and everyone who’s tried it on has been so positive and rewarding – and we can't wait to hear what our community thinks! I'm so proud to be able to say that every single element of the bra has been considered and redesigned with purpose, marrying function with beauty.'