Real life Women with mobility issues still want to look good Putting on a bra can be fiddly, especially when you have arthritis, but entrepreneur Judith Cook hopes her awardwinning lingerie will revolutionise dressing AS TOLD TO: HEATHER STEPHEN T he idea for a stylish but easy-to-wear bra came about after two friends with mobility issues mentioned they needed a front-fastening bra, but had found it difficult to find one that combined functionality with style. When I looked at what was available in the adaptive market, I found that people had a choice of either a flimsy triangle bra, which was difficult to do up, or a rather boring, old-fashioned design. It was ridiculous. I was astonished that so few front-fastening bras were out there. It seemed that there were only one or two brands with press studs or hook and eye fastenings, which can be difficult to line up and fasten. So, I started talking to friends and going on forums such as Gransnet (gransnet.com) and HealthUnlocked (healthunlocked.com) and asked what would make dressing easier. There was a general frustration about what was available, and people said attractive lingerie that was easier to put on would make a huge difference. The ageing population can have issues with mobility, but they still want to look good. So, my main driver was that the product needed to look nice. Style for all My background is corporate PR, but I was lucky enough to work with a designer from a major luxury brand who teaches at the London College of Fashion. She feels that beautiful lingerie should be available to all women. After extensive research and testing, we developed a range using cotton for softness, an elastic power mesh for stretch and support, and a patented magnetic front fastener which is easy to fasten, but has a unique catch mechanism for security. Designing a bra is incredibly complex. It has up to 40 components, so it was important to involve women throughout. Versus Arthritis was instrumental in putting me in touch with arthritis focus groups for product testing, and to ask what people thought. Feedback has been great. Women have told me there is nothing like this on the market. Theyve said the range is really comfortable and easy to put on and, even though the bra is wire-free, they were surprised at how supportive it is. They think it looks good as well. Bright sparks Last year, Elba (which is able spelt backwards) was one of 12 companies out of 500 to win a place on the Design Council Spark Programme, which offers support and funding to take products further. We were then fortunate enough to be chosen as one of the four winners, and then were selected by Versus Arthritis as its winner. The charity worked very closely with us to help develop the range and, with its support, we launched our first products online in September. These were a front-fastening bra and two different styles of pants: one mini brief and one high waist, in black, blush and grey. So far, we have had interest from a range of lingerie boutiques, and are hoping to expand on to the high street. My dream is to grow the range to incorporate other designs. Our next product is a sexy racing back triangle bra, and we want to create magnet-fastening super soft pyjamas for lounging about the house. Our ethos is easy style and easy fastening, and I want us to be the go-to brand for easy dressing. Women shouldnt have to choose functionality over style. People of any age can have issues with mobility and, of course, they still want to look good. We are all about ability rather than disability, with inclusive fashion that follows womens need. n Elba lingerie is available exclusively from elbalondon.com, with a special offer of 10 per cent off your first purchase, plus VAT relief where applicable. Why Design Council liked Elba Judiths plans for Elba impressed the Design Council so much that she was one of four entrepreneurs from the Sparks Programme to be awarded a share of a 150,000 grant to fund future work. There are other frontopening bras on the market, but Judith looked at the product in a different way, says a spokesperson from the Design Council. She considered everything from the fabric to the way the clasp works, to create a product that was much easier and simpler. And she has a personal story linked to the product, which always makes for great design.