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iteration is an online women's intimates brand that sells through its own store at iterationera.com. The range covers wire-free bras in plunge, triangle and scoop styles, along with low rise bikini, mid rise hipster, mid rise thong and high rise brief underwear. Pieces come in Pink Sand, Sienna, Mahogany and Onyx. The underwear is listed as 94% TENCEL Modal and 6% spandex and as elastic-free, and the bras feature magic no-slip straps. The brand says it co-created the collection with more than 1,200 women before launch, working with a veteran intimate apparel designer. Sizes run from XS to 3X, with standard and full-busted bra options for A to G cups, and the site offers size and fit guides. It presents itself as sustainable intimates and runs a bra recycling program. It is aimed at women who want a say in their undergarments and products they actually want to wear.
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