Prudish is out, sexy is in. That’s why exposed tattoos, sheer fabrics and transparent dresses are all over the runway and red carpet. Even The New York Times recently reported on how visible undergarments are making a comeback as a fashion trend.
One brand quietly making a revolution with visible bra straps is Strap-Its, a brand selling bras and interchangeable bra straps you can change up, according to the occasion. From day to night, some of the customizable straps include denim, pearls, loops, crystals, studs and even vegan leather flowers to show off on your shoulders.
Strap-Its is a brand that celebrates its seven-year anniversary this year. TV personalities like Joan Vassos, Lisa Barlow, Gina Kirschenheiter, Patty Stanger, Luann de Lesseps, and Jennifer Pedranti have all worn the brand, on and off screen, adding a stylish touch to their outfits.
“I identified a common problem, like a wardrobe frustration, and turned it into a stylish, practical solution that meets our customers’ needs,” said Strap-Its founder, Julie Karlitz. “We are now in 2000 stores across the US and Canada, and you can take your look from a Barre class to the bar with our signature designs.”
It all started in 2018, when Karlitz saw that her then-teenage daughters were showing off their bra straps, something that is typically hidden. “Our teenage daughters would leave the house in uncomfortable bras, with unattractive straps awkwardly peeking out,” she recalls. “Constantly adjusting a top to hide them isn’t just frustrating, it’s a style compromise.”
Strap-Its feature a unique array of bra straps that add texture, color, and structure to an outfit. “A subtle hint of sparkle beneath a cool tank or peeking out from a top can feel intriguing, even a little sexy, and often completes the look. What was once something to hide is now an accepted, even celebrated, accessory, much like jewelry,” said Karlitz.
“In the past, visible bra straps were seen as a fashion faux pas, something to be concealed,” she explains. “But as lingerie evolved into a form of self-expression, designers started to intentionally incorporate undergarments into outerwear. Since it was once taboo and now celebrated, it carries a sense of rebellion and confidence.”
The brand features three must-have bra styles: the Basic bra (made of stretchy fabric), the Plunge bra (perfect for a V-neck dress) and the Plus size bra (available up to 42DD).
“Comfort has become more important than ever,” said Karlitz. “Pair our bras with over 75 strap options, and you’ve got endless ways to mix, match, and express your style. It’s the ultimate formula for a bra that fits every mood, every outfit, and every customer.”
The styles are wide-ranging and creative, from a chain link design to embroidered designs. “Our curated selection of styles are designed to complement every mood and aesthetic,” she said. “Each strap reflects the latest in fashion, from classic plaids to vegan leather. Whatever the trend, our pieces bring a touch of individuality and style to your look.”
There are two different kinds of strap styles; the attached strap (sewn onto a bra) and the interchangeable strap (separated from a bra), which are designed to mix and match with any of their seamless bras.
Additionally, the bra strap clip fits any strapless bra that has standard size loops, so any woman can dress up their other bras with Strap-Its bra straps. The brand’s bras and straps are sold online on their website, and in exclusive retailers, hotels and resorts including Canyon Ranch, Miraval Resort and Spa and Pebble Beach Boutique.
The biggest hit this year has been their denim bra straps. “Always pushing the boundaries of design, we create new styles with modern fabrics, sparkling crystals, studs, and grommets,” she said.
“We’ve also introduced Hood-Its, a waterproof dickey that can be worn under a raincoat or on its own. It’s a hands-free alternative to cumbersome umbrellas, perfect for keeping you dry without the hassle, compact enough to store in your car, bag, or backpack.”