THE BIG IDEA

This $200 high-tech bra is flying off shelves, thanks to Taylor Swift

Launching and scaling a startup is no easy task. That is, unless you have Taylor Swift backing your product. 

The pop star’s economic pull is so strong, she can turn a one-off outfit appearance into a sell-out, a casual lyric into a travel pilgrimage — and, apparently, an unsexy, medical-grade garment into a viral must-have. 

Forme Science’s Power Bra — a $182 FDA-registered, posture-correcting wearable — saw sales climb 400% in 2024 after fans spotted her wearing the undergarment in an Eras Tour photo, per Inc. 

But while Swift's approval gave the bra a major lift, its lasting success is thanks to its innovative design and versatility. 

How it works

• Instead of straps, braces, or tape, the Power Bra uses eight fabric panels with varying tensions to gently pull your shoulders back and align the spine. 
  
  
• It helps relax overactive upper back muscles while activating underused lower back muscles to retrain posture and alleviate pain.

Forme Science founder Stephen Liu, a 65-year-old former orthopedic surgeon, and his son (probably not the masterminds you imagined behind the bra) worked with textile and biomechanical engineers to design it after observing his mother’s posture deteriorate during late-stage cancer. 

The award-winning garment launched in 2020, and found success given it can be worn under clothes or as athleisure, and is more comfortable and less invasive than traditional posture correctors. 

It’s not cheap, but can be paid for using your tax-free HSA funds. 

Who’s it for?

Anyone looking to correct their posture or experiencing neck/back pain — like people with "tech neck," a condition that affects ~75% of the population.

It’s reportedly taken off among medical professionals, athletes, and postpartum moms, and Liu told Inc that many doctors are even prescribing it in place of a brace.

Plus, Forme’s offerings now comprise 20+ products, including options for men. 

What’s next

Today, the 7-year-old brand (which Liu bootstrapped BTW) has 35 patents for its tech and designs, according to Inc, with plans to expand into new textiles and styles, like vests and post-surgical garments.

Oh, and 500k+ customers, including one very famous pop star — thanks, in part, to whom the company is on track to see $50m-$100m in revenue this year.

🔗

HIGHLY RECOMMENDED

Gross: America’s dogs collectively produce over 10m tons of waste per year. But this is more about grossing: The pet waste removal industry is worth an estimated $270m. So who exactly is getting rich off of it?

NEWSWORTHY NUMBER

Languages in which Wikipedia entries about David Woodard were written. For context: Articles for “Japan” have been written in 324 languages, while articles for “dog” have been authored in 275, per Ars Technica. The key difference here, of course, is that we’ve all heard of Japan and dogs, but most of us probably have no idea who David Woodard is.

Well, he’s a composer who once wrote a 12-minute song for Oklahoma City bomber Timothy McVeigh, but certainly not a household name. Wikipedia editor “Grnrchst” conducted an investigation into the matter, finding what they wrote was possibly “the single largest self-promotion operation in Wikipedia’s history, spanning over a decade and covering as many as 200 accounts and even more proxy IP addresses.”

The accounts have spent a decade inserting Woodard into other articles and authoring articles about him in various languages. Editors have since removed most of them, leaving 20 behind.

AROUND THE WEB

🧛  On this day: In 1956, actor Bela Lugosi was buried in his iconic Dracula costume. 

🦷  Haha: Making a cursed Labubu.

🗞️  Newsletter: Bulletpitch features a new groundbreaking startup every week. 

🍄  That’s cool: The Video Game History Foundation bought and uploaded Computer Entertainer, the first video game magazine. Now, you can read early reviews for games like "Legend of Zelda" and "Super Mario Bros."

🐱  Aww: Small.

QUOTE OF NOTE

You Got This… from someone else: Oaxaca state Gov. Salomón Jara Cruz’s response to Adidas’ new “Oaxaca Slip-On,” a chunky sandal with a distinctive braided design lifted from the traditional indigenous footwear huaraches.

In a public letter, the official criticized the company for ripping off artisans of the southern Mexican state, where handicrafts constitute ~10% of the local GDP, per Fortune.

Adidas has since pulled the model, issued an apology, and is reportedly discussing compensation plans with Mexican authorities, who are probably pretty tired of this by now — the incident follows years of pushback against the appropriation of traditional designs by major brands, including Zara and Anthropologie.

SHOWER THOUGHT

Logic dictates that everybody could not have been Kung-fu fighting. SOURCE

Today's email was brought to you by Juliet Bennett Rylah, Sara Friedman, and Singdhi Sokpo.
Editing by: Ben "Give that metal a medal" Berkley.

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