Etalon, a posture wellness brand, has announced the receipt of a U.S. patent for its flagman posture-correcting bra. Following the FDA registration and San Francisco Design Award in the FashTech category, this is yet another recognition of the bra’s unique posture improvement functionality and unparalleled level of adjustability in design.

Back pain is a highly widespread condition among US nationals, with up to 90% of people experiencing the condition at least once in a lifetime, according to the company. Because of pregnancies, pelvic structural differences, and particular hormone levels, women are even more likely to experience back pain than men, it says.

The posture correctors market is growing rapidly and is expected to reach an all-time high of USD 3.1 billion by 2033. Yet, there is still a shortage of adaptable posture-correcting apparel tailored to women’s anatomical needs for daily wear, Etalon adds.

On a mission to fill this gap, Etalon has brought a revolutionary posture bra to the market. Made by women for women, the bra combines careful correcting technology with superior adjustability. Furthermore, the bra is inclusively sized and adjustable to different female body shapes for maximum comfort during daily wear.

The recent patent solidifies these innovations, highlighting the bra’s standout features:

- Adjustable strap system allows to gradually increase the corrective tension for maximum comfort.

- Muscle memory training: Instead of just pulling the shoulders back the bra strengthens the muscles for long-term posture improvement.

- Universality in design: Etalon works great both as a standalone clothing item or a seamless add-on to regular outfits.

“This patent represents years of hard work and a dedication to creating products that support - not correct - our bodies,” said Kristina Rudzinskaya, founder of Etalon. “We believe everyone is naturally beautiful, and our aim is to provide gentle support that enhances confidence and well-being, allowing women to feel their best without compromising on comfort.”

Etalon’s innovative approach to posture extends beyond traditional solutions, emphasising a kinder, more sustainable way to promote alignment and self-confidence. With plans to expand its patented design into new products, Etalon is committed to pioneering the next generation of wearable wellness that integrates seamlessly into everyday life.

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