Apricotton

Apricotton is a Toronto-based intimates brand that designs bras for tweens and teens going through puberty. Its core product proposition, branded "Apricotton Magic", is a bra constructed to stretch and adapt as the wearer's body changes, which the company states allows the same garment to be worn from an AA to a D cup and through weight fluctuations. Product features cited by the company include fabric described as four times stretchier than competing products, two soft inner layers for full coverage, criss-crossable adjustable straps intended to keep the bra hidden under tops including racerbacks, and moisture-wicking, breathable fabric. Several styles are marketed as sensory-friendly and with removable padding.

The catalogue spans everyday bras, bralettes, sports bras, strapless and reversible styles, and accessories such as nipple covers, a dryer bag, scrunchies, tote bags and gift cards. Listed prices range from about CAD 30 for the cotton apriCOTTON Bra to CAD 38 for styles such as the Strawberry, Aurora Reversible, Zero G Strapless, Kiki Sweetheart and Daydream Sports bras, with volume discounts of 10% on two items and 15% on three or more. Bras are offered in lettered sizes from XXS to XL. Alongside commerce, the site publishes editorial and interactive content — "Big Sister Advice" articles and quizzes such as "do I need a new bra?" and "are my boobs normal?" — and merchandises products into use-case collections including first bras, growth spurts, gym class, and hiding under school uniforms or white tops.

The company is run full-time by its two co-founders, who handle design and hand-pack orders with personalized notes, and works with a production manager in China and a contract manufacturer selected for ethical practices and fabric quality.