Australian underwear business Step One has launched its first-ever bra as an add-on to its SmoothFit range.
The range was soft-launched last month and reportedly sold out within hours across most sizes. The business is now taking waitlist orders as it restocks the bra.
Step One founder and CEO Greg Taylor said the decision to produce bras was driven by customer demand since scaling in the women’s undergarment space since early 2022.
The underwear brand launched its SmoothFit range last year which sold out within hours, and consists of a thong, a bikini brief and a full brief.
“Following the success of our SmoothFit women’s range, we received significant feedback - particularly from women - expressing a desire for bras to complement the underwear,” Taylor said.
“Many customers enjoy purchasing matching sets, so expanding into bras felt like a natural progression to meet this need while maintaining the comfort and quality that defines Step One.
“The fabric used in our SmoothFit range also played a crucial role in this decision. Our viscose made from bamboo fabric, known for its softness, breathability, and adaptability to body contours, made the transition seamless.
“These qualities, essential for both underwear and bras, allowed us to confidently extend the same level of comfort and performance our customers appreciate into this new product category.”
The new bra has launched in five core colourways: Espresso-tini (black), Rose All Day (pink), Chic Champagne (nude), Pina Colada (white), and Blue Lagoon.
Taylor added there were no shifts to suppliers or staffing to develop the new product.
“From the very beginning, our women’s team was fully hands on with the design process, ensuring the bras were not only stylish but incredibly comfortable,” he said. “They trialled the bras themselves, provided personal feedback, and gathered constant insights from friends and family.
“The team worked closely with our factory and design team, refining the fit and feel at every step to get it just right. It was truly a collaborative effort—made by women, for women—to create something that is comfortable but that feels as good as it looks.”
Alongside the new bra range, the undergarment brand has also just launched a women’s boy leg underwear.