For many of us, the right physical activity feels like a matter of course, regardless of gender, age or stage in life, and it’s hard to imagine that it’s ever been any different. However, as late as the 1960s, excessive physical activity was considered to pose a risk of injury and deterioration of the reproductive organs of women. As women became more active in sports, it was clear that the equipment was largely adapted to the needs of the male body.
The very first sports bra was made in the 1970s by connecting two jockstraps and put them on as a regular bra. This invention gave the sports bra its first name; ”the jock bra” which later evolved to the jog bra.
At the same time, the Swedish entrepreneur and gymnast, Carin Lindahl, became increasingly frustrated. In Sweden, there was no equivalent to the jog bra. Being physically active, Carin was distracted by her large bust and felt that she could not focus on the gymnastics, but rather on keeping her body parts in place. Carin decided to take the matter into her own hands. She went to the United States to find a fabric that was stretchy enough to pull over her head and rigid enough to keep her breasts in place. Carin used the fabric to sew a first prototype, which later became Sweden’s first sports bra.
The Swedish sports retailers were skeptical that this new kind of underwear could be sold together with sports equipment and it was difficult to get women to discover the product. Carin once again decided to solve the problem on her own. Carin decided to print information about her invention to put on every portable toilet alongside a 5K running race for women. That way, she was able to spread the message about her product to hundreds of women. She encouraged the women try the product for themselves, thereby creating the demand needed for the sports bra to be sold in sports shops.
Stay In Place launched its first sports bra in 1987 and has since then focused on creating high quality products that focuses on providing a solution to uncomfortable bouncing breasts.
Throughout our history we have proven that obsolete and categorical constructions can be changed. A change that demands responsibility, to constantly challenge status quo, and to always develop and improve. We believe that representation matter. Inclusion is a cornerstone of everything we do.
Whether it is about body shape, cup size, ethnicity, or age. It is important for us to communicate our message loud and clear; physical activity is for everyone.
Stay In Place launched Sweden's first sports bra ever in 1987. Today we're working to make physical activity available for everyone
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