We believe growing up should feel good, right from the very first bra.
2023
The Spark
It all started with one simple question:
"Why is it so hard to find a bra that is age-appropriate and also comfortable?"
As a mum, I wanted something comfortable and age-appropriate, not just flimsy fabric that offered no modesty, or adult bras that obviously didn’t fit right or feel right.
After searching high and low, I realised we weren’t the only ones feeling frustrated. So, instead of settling, I decided to create something better.
That’s how Sassh was born, from one mum’s mission to make the first bra experience something positive, empowering, and comfortable for every girl.
2024
The Vision
Our vision is simple:
To make every girl’s first bra feel like a moment of confidence, not an awkward milestone.
We want girls to look in the mirror and see strength, joy, and comfort; not comparison or discomfort.
For mums, Sassh makes that next step a little easier. You’ve guided her through so many “firsts,” and Sassh is here to help with this one, by creating bras and undies that fit right, feel soft, and grow with her.
No overly grown-up styles, just age-appropriate, comfortable, and body-positive bras and underwear that girls would actually want to wear.
2024 - 2025
The Process
Each bra was thoughtfully designed by girls, for girls.
We fit them on real girls, gathered their feedback, and tested them again and again, carefully refining every detail until it felt just right.
Sassh bras aren’t simply sized down versions of adult ones. They’re created from scratch, with her comfort, movement, and growing body in mind.
Because when she feels good in what she’s wearing, confidence naturally follows.