For decades, bra construction relied on the same archaic underwire architecture, even as women rejected the idea that discomfort was normal, and society evolved around them. That changed when Evelyn & Bobbie founder and CEO Bree McKeen challenged the notion that support had to come at the expense of comfort. Through strategic, human-centered design, she built Evelyn & Bobbie and introduced the first true structural innovation in bras in nearly a century. In this conversation, explore what it takes to create defensible IP in a legacy industry that sees only 12 percent of U.S. patents go to women, and how Evelyn & Bobbie secured six patents for its proprietary 3D sling technology.