Did You Know That World War Help Popularize the Bra? 🍁

Share

On November 11th, as we pause to remember those who sacrificed so much for our freedom, it’s also worth reflecting on the surprising ways that world wars changed everyday life—yes, even things like bras, corsets, and sliced bread. During World War I, every ounce of metal counted, and corsets, which required steel stays, were still popular. In 1917, the U.S. War Industries Board urged women to give up their corsets to save steel for the war effort. Women answered the call, freeing up about 28,000 tons of metal, enough to build two battleships! With corsets on their way out, bras stepped in as a modern, lightweight alternative that offered support without restrictive metal stays. Suddenly, women could move and breathe freely, an essential change as many began working in factories and offices.


In Canada, this shift also affected the courageous "Bluebirds," military nurses who served on the front lines in blue uniforms, caring for wounded soldiers in extreme conditions. The new bra, far more practical than the corset, gave these women the freedom and comfort they needed to carry out demanding, often dangerous roles. The Bluebirds and other wartime women became symbols of a new era, proving that women were not only capable but ready to embrace responsibility and resilience.


Meanwhile, the years following World War I saw another convenience come to the forefront: pre-sliced bread. By the late 1920s, this kitchen marvel saved time for busy women everywhere, promising simplicity and ease in the kitchen. But in 1943, during World War II, the U.S. government temporarily banned pre-sliced bread to conserve resources like wax paper and steel. The backlash was swift—once people had experienced the ease of sliced bread, they couldn’t go back to hacking at a loaf! Much like the bra, which had become an essential after replacing the corset, once women had a taste of support and convenience, there was no going back.


Both world wars forever changed women’s lives. Bras replaced the restrictive corset, supporting women as they took on essential new roles in the workforce. Sliced bread brought ease to their routines, freeing up time for them to tackle fresh challenges. These small changes marked an era of new freedoms and independence, showing that even the smallest shifts in our daily lives can have a lasting impact.


This Remembrance Day, as we wear our poppies and observe a moment of silence, let’s honor those sacrifices that allowed us to stand tall, speak up, and embrace these freedoms—even in the smallest comforts we now take for granted. 🕊️

Need the best bra for your bust? Head over to our e-Fitting Quiz

At sportsbras.ca, we give you less bounce for your buck—whether you're an A-cup or an H-cup, we've got your back (and your front)!

YES, Keep Me Posted!

Your Canadian Sports Bra Guru


Brigitte Lessard


eBra Fitting Quiz

Back-to-School, Back-to-Boobs 🎒👙

By Brigitte Lessard • September 5, 2025
Fall has always been a shifting season for me—kind of like my bra drawer, constantly evolving, never quite the same from one decade to the next.

🏓 Could Sports Be the Holy Grail of Youth?

By Brigitte Lessard • August 7, 2025
🏓 Could Sports Be the Holy Grail of Youth? (Or Just the Best Excuse to Wear a Bra That Could Double as Body Armor?) Let’s talk about aging. Not the “wine gets better” kind — the “why did I just pull a muscle putting on socks” kind. When I turned 60 this year, I had a moment. Not a crisis — more like a WTF whisper from the universe: “Hey, remember when you used to be competitive, athletic, fierce?” Yeah. I remembered. Vividly. I was an athlete. Hockey, tennis, soccer, fastball — I didn’t just play sports in my 20s, 30s, and early 40s. I competed. I trained. I had calves that could crack walnuts and a confidence that could crack glass ceilings. Then came: 💍 Marriage 👶 Kids 🦠 A pandemic 💔 A divorce (Yes, I collected the full set of adulting milestones.) And somewhere in the shuffle… I stopped playing. 🥒 But Then… Pickleball. Yes, pickleball. The name is ridiculous. The game is revolutionary. It’s like tennis and ping pong had a baby — and that baby saved my life. I started playing. Then I started loving it. Pickleball reignited something in me. It got me moving, sweating, laughing, trash-talking, and yes — feeling young again. Not “I’m 25 and invincible” young, but “I’ve survived some serious sh*t and still look good in a skort” young. Recently, I played with a mother-daughter duo — the mom was 89 years old and absolutely crushing it on the court. She had style, sass, and a killer forehand. And I thought: If this is what aging can look like... SIGN. ME. UP.

🇨🇦 Happy Canada Day! The True North, Strong, Free… and Supported

By Brigitte Lessard • June 30, 2025
🇨🇦 Why I Love Canadian Women. Let’s get one thing straight… I don’t sell bras to the world. I sell bras to Canadian women. Why? Because we’re a different breed entirely — and I mean that in the best, most maple-syrup-fuelled, strong-soft, snow-shovelling, world-conquering kind of way. And I know this because I’ve seen it — I didn’t just create sportsbras.ca , I also created Women Talk, where I’ve heard the most raw, honest, powerful stories from women coast to coast. From tiny towns to big cities, I’ve seen what Canadian women are made of… and let me tell you — we are SO much stronger, softer, grittier, and more powerful than we even realize. Canadian Women: The Strong, Soft North We are the Strong, Soft North — soft when it comes to kindness, compassion, and probably our addiction to Tim Hortons… but strong in every way that counts. We’ll bake you muffins, lend you a snow scraper, cheer you on at your kid’s soccer game… but underestimate us? Big mistake. Huge. We’ve got grit in our veins, strength in our backs, and more power in our thighs than a herd of moose in mating season. We lift each other up, we lift our communities, and yes — we expect our bras to lift us too.😄 And that’s where I come in. Supporting Canadian Women — It’s All I Do 🇨🇦 At sportsbras.ca , I’ve spent 25 years doing one thing: holding up the incredible women of this country — literally and figuratively. Whether you’re crushing it on the pickleball court, running after your toddler, hiking the Rockies, or just trying to get through Monday without a wardrobe malfunction, I’ve got you. I only sell to Canadian women — because I believe in keeping the bounce low and the standards high, right here at home. Why Canadian Women Are My Favourite People on Earth Let’s be honest — we live in the land of unpredictable weather, wild landscapes, and wilder families. We apologize too much, say "eh" without realizing it, and somehow survive winters that would make polar bears reconsider their life choices. But through it all, we stay funny, fierce, and freakishly friendly. We are tough as ice, warm as a campfire, polite as heck, and powerful beyond what even WE sometimes realize. We run companies, communities, households, trails, marathons, and our mouths when needed — all while showing up with kindness, humour, and that classic Canadian humility.
Show More