Home / Why a Teen Training Bra is Worth $40: Yellowberry and the Cost of Change
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Everyone is talking about Megan Grassell, the teenage entrepreneur behind the youth bra label Yellowberry.

Our feature profile of the Wyoming high school senior went viral across North America last week, generating more than 200,000 Facebook “likes” and hundreds of comments from our readers. It’s become the most widely read article in Lingerie Talk‘s four-year history.

And Yellowberry didn’t do too bad, either: its debut collection of colorful-but-age-appropriate training bras sold out within days. (Don’t worry — more are on the way.)

Related: Meet the Teen Titan Who is Taking On The Youth Bra Industry

Yellowberry orders being prepared for shipping last week.

Megan’s simple idea to design modest bras for tweens really touched a nerve — and proved surprisingly controversial.

Many Lingerie Talk readers wrote at length about their own struggles in bra shopping for teens; dads wrote about their parental anxieties as they watch their children enter a highly sexualized world; and everyone had something to say about young girls, body image issues and ‘bra culture’.

And while readers have been overwhelmingly supportive of Megan’s initiative, many also complained that Yellowberry‘s prices are unreasonably high, and that similar products can be found in discount department stores.

We asked Megan (below) to respond to these issues as she launches the most talked-about new brand of the year. Here’s what she had to say:


By Megan Grassell,
Founder, Yellowberry

Hi Berries!

Lingerie Talk asked me to reply to the many people who have raised concerns about the affordability of Yellowberry bras.

What I have learned so far from starting my own business is that there are three main reasons why my Yellowberry bras are more expensive than the competitors’: The company is very small, the bras are new to the market, and all products are made with quality in the USA.

In my mind, though, Yellowberry represents something more, something that is difficult to put a price tag on.

I want to start a movement in which, whenever a girl wears a Yellowberry bra, she is standing up against the early sexualization of young girls. With that movement comes empowerment, change and confidence.

Empowerment they can feel within themselves because they realize they have a voice for change. That change is the way they see their bodies: positively, and with pride. With each bra I sell, I want to inspire the girl who wears it to have confidence in who she is.


Yellowberry bras are more than just bras.

Yellowberry bras are comfortable, not conforming.

Yellowberry bras are designed for a young girl’s developing body, not forcing her to appear “2 cup sizes larger.”

Yellowberry bras celebrate youth, not the rush to grow up so fast.

Having said all of that, as Yellowberry grows and has the ability to do so, we will absolutely look for ways to lower our prices while still making a quality product.

Thank you, and I hope you’ll join with me where I stand.

[Ed. Note: Megan is scheduled to appear on Good Morning America sometime soon. We’ll let you know when the date is confirmed.]

Posted in Yellowberry

26 Responses to “Why a Teen Training Bra is Worth $40: Yellowberry and the Cost of Change”

  1. Amy Hoag says:

    I think the idea behind Yellowberry is one that is great but at this time the idea of spending $40 on my pre-teen’s bra is not feasible. I would love to support the product and it’s message but I don’t spend that much money on my own bras. Good luck in your endeavors I am sure there are people who have the money to buy your bras for their daughters.

    • Cindy says:

      I agree with Amy. Could not have said it better in fact. I don’t even spend that much on my own bras, and with three young daughters fast approaching their Tweens, I can’t afford to buy several expensive bras for each child. I love the message and love that the product is manufactured in the USA. I wish I could support the company through my purchase power, however they must come down in price. *And my girls do not have the latest and greatest electronics, toys, and fashions. No iPhone 5’s or Ugg boots. The response to the criticism of the cost of these Yellowberry bras did not sell me either. I was hoping for a better justification but it seems to boil down to the “idea” and that is just marketing. Still does not explain why the bra is $40.

    • Hana says:

      I completely agree with Amy and Cindy. I’m a 13 year old, who has just come across this. Why would my mum spend $40 on something, that I KNOW for a fact, will go in the bin 6 months later? Teenagers grow and their size increases. So, it’s gonna get tossed later on. When I went to VS for a fitting, they told me that the best time to get another fitting is in 6 months. They showed me their bras, which are wireless, no padding and cost $59. I get that it’s cheaper to buy from here, but for international buyers (duty + taxes) you’re better off going there. So my advice would be to cut down the price and expand worldwide or to more countries, before you try a high price.

  2. Candice says:

    The poor deserve good bras too
    Hope you lower your prices sooner than later
    I like your message but you are only catering to the rich right now

    • Erika Landorf-Kelly says:

      Candice, I totally agree with you. People with limited financial means should be able to afford cute and affirming bras too. We’re a financially comfortable family, but with two tween girls there’s just no way I can possibly spend $400 on bras.

  3. Cristine says:

    It’s not about deserving a good bra at a low cost. No one “deserves” anything at a low cost. If you can’t afford it then shop elsewhere. If it’s something that you really want, or feel is really important, then save for it. The cost is about running a sustainable business. Not only does it cost money to produce a quality product, Megan’s time is worth money. Entrepreneurship is expensive. You aren’t just paying for the fabric.

    • Julie says:

      “Entrepreneurship is expensive.”

      Bingo. That’s exactly it. I do believe as this company grows, the prices will come down some. However, starting something like this is tough, it’s small, it hasn’t hit that tipping point yet, and as you said *Megan’s time is worth money.*

      I’m an artist. People often tell me what I make is too expensive, and that I’m catering to the rich. Yet I am not rich, and trying to pay bills. Big Box stores and overseas production have masked the true costs of what something like this costs.

      I’m proud of this young woman, her philosophy, her mature ideas and response. Good on her.

  4. B says:

    Candice, she clearly lays out why the bras are more expensive. If you want cheap, it’s going to be cheap material and they’ll be made in China. “Catering to the rich” is a ridiculous charge.

    • Daniele says:

      I agree with the idea of not promoting sexualization for teens. However, two things: 1) My daughter’s sensitive new buds feel more comfortable in a little padding. I remember my unprotective “grow-bras”. They didn’t make me feel at all safe. Then again, I didn’t like the padded bra offering at all the stores. Ultimately, a versatile offering for the people.

  5. Joan says:

    If the owner loves it and wants to wear it all the time, you only need enough to cover off laundry days. Isn’t it better to have a few well-loved products than a drawer full of things she won’t wear because they don’t fit/are uncomfortable/look weird etc etc.

  6. Robin says:

    “Catering to the rich?” “deserves a good bra?” Come on. That’s absurd. These are bras made in the US (Finally!) by a very small company. Half an ounce of common sense explains why they cost so much right now, and an equal amount of common sense assures that will not be the price forever. I can’t afford to buy a sufficient amount of bras for my daughter exclusively from here, but I sure will save for a couple weeks to buy her one, just on principle. I love what this young lady stands for and I support her initiative to take on something she believes in. It’s about the bra for me, but more importantly, it’s about supporting young women and forward-thinking, ambitious young people. We should WANT more kids in the world who find a cause and work to further it, rather than sitting around on their butts waiting for handouts. I can’t afford them, but I’ll get one to show this young lady I support her.

  7. Heather says:

    I love the idea behind this company and I congratulate Megan on it’s success. I have had my mouth drop open in stores looking at the selection of training bras in front of me for my girls. I am still trying to figure out why a 10 year old needs bra padding (according to the makers of bras).

    I will be keeping an eye on these and as soon as the prices come down a bit, I will be buying them for my girls. Until then, they are wearing sports bras.

  8. Pina says:

    I agree with most posts here, the bras are well over priced for the targeted age group. Love the message, dislike the price, so I wouldn’t purchase them. Can’t own just one bra, 2 or 3 would be over the top in price. Sales pitch makes sense, society today is pushing girls into adulthood way too soon, but prices like these would make moms “settle” for a cheaper bra, with comfort and maybe less padding!

  9. Cindy says:

    I have a feeling some other companies will jump on the Yellowberry bandwagon and introduce something similar, but with a smaller price tag. It is only a matter of time. But kudos to Megan for being the leader that started the trend and opened up their eyes.

  10. Laura says:

    Kudos to this teen for seeing a need and going for it! Making a high quality product in the USA as a small start-up isn’t easy or cheap. I’m a mom to three young girls, and although I wish they were less expensive – I will buy these. As the company grows I know the price will come down, but we all have to send a message (with our $$$) that this is what we want for our daughters…

  11. Mom says:

    I agree with most of the comments here as well, I was so excited to hear about Yellowberry until I saw their prices, after that I was discouraged. I want to buy these for my daughters but with the cost of living and the cost of every little thing we have to buy our children it is just not feasible to spent $160 on 4 bras, every other price of clothing costs less then that let alone a bra, I spend anywhere from $10-$20 on my bras and that’s what i will spend on my kids bras. I love the message and can’t wait to help support it but will have to wait for more reasonable prices so I hope that is sooner then later because every girl deserves to feel age appropriate and I want to give my daughters exactly that so for now they where training bras

  12. Mom says:

    My daughters and I have also decided to make our own bras and in reality it only costs about $5 to make one in the US

  13. mabinogi says:

    “Mom” – ok, so how many of those bras can you make in a week?

    Now take a living weekly wage, and divide that by the number you can make in a week, then add that to your $5, and _that’s_ how much the bra actually costs.

    Also, don’t forget to factor in replacement costs of your equipment – you’re making bras 40 hours a week now, your sewing machine is going to need services pretty regularly, and outright replacement every couple of years.

    Material costs are the smallest part of the cost of most products – particularly hand made ones.

  14. Nic says:

    More than willing to pay the price as I am for any product that is made with quality and in the USA, wish there were more available – I will be ordering for my pre-teen daughters right away!
    I will not just be slipping them into the laundry basket either – I will explain Megan’s story and tell them that change can only happen when someone is willing to take a risk.
    Wish I had known about her when her kickstarter campagin was going on.

  15. Nancy says:

    Love this idea and so happy that Miss Megan has taken the initiative to create these bras. I hope that she can expand this in to a full clothing line. I have seen some of the things they are offering to tweens as well as younger girls and it’s appalling. I don’t have a problem with the price if it’s a quality product. If I still had a young girl at home I would be taking my lunch every day and eating dinner out less to make sure that she got some of these. As of right now, I’ll just put money aside for when my granddaughter will reach the age when she needs one, to make sure that she gets them.

    Well done Miss Megan, Well done!

  16. Sal says:

    Our local stores are full of Joe Boxer brand training bras and sports-style bras that cost about $10 apiece. I would love to support Yellowberry, but I can’t spend $120+ on a few training bras for my daughter. Unfortunately, the cost of the product will price out most of the young girls she is trying to reach.

  17. Harriet says:

    Sadly, it is only a matter of time before this very good idea will be hijacked, made in China and sold at Walmart for $8.00. Don’t know how or if she can patent her design because it can and will be copied. It is basically a soft bra in bright colors – not too hard to duplicate.
    I salute her but $40.00 is an awful lot of money for a training bra – especially when you need at least two to allow for laundering time.

  18. Cassie Hargett says:

    This looks excellent! Finally! I mean I’ve been wearing sports bras ever since. It’s my first bra ffs. It’s comfortable to wear and not that revealing. It’s like a shirt that’s too small for you. This is a nice way for tweens to transition from childish bras to a more mature one later on. But for me, I’d wear this anytime, any day.

  19. Hana says:

    They look amazing. Honestly, this is something me and my mum were talking about before I found you and I was set on doing it. It’s good to have someone doing it already. But, the price range is too expensive. My question is, why would a mother pay $40 for something that will go in the bin in 6 months time? $40 is alot of money and no one is going to throw it away. I might start something up myself, with cheaper prices.

  20. Amy says:

    Yellowberry is brave and bold and EXACTLY what we need. Yes the bras are more expensive than the counterparts that are offered from main chain stores. However some facts to consider:

    Sizing: Many women do not wear proper fitting bras because many chain stores try to box us in to particular sizes. A proper fitting bra makes a world of difference and a quality one will last longer. I am a full grown 33-year-old woman who can barely find her size in a department store. Nordstroms is actually the only one around that stocks it in store with band of 28. Most training bras in department stores start at 30 for a band width.

    Pricing: Whereas the training bras are far more costly than their counterparts at a chain store they are pretty comparable and less expensive than what you would pay for a regular one in a store such as Nordstroms, Macy’s, Vicotoria Secret, Lane Bryant etc. Yes Target, Walmart, Fredmeyers and the like will have cheaper ones but they won’t be of the same quality comfort and probably not that actual correct size.

    Set a precedent on how company and consumers interact: Having a bra that actually fits should be the case even for training bras. It tells a girl that the fit matters and we should make it a priority. Yes we may have to save but having a proper fitting bra and knowing how to do so from the start can prevent a whole host of health problems from ill-fitting bras over a lifetime. Also if we put the demand into proper fitting bras from the start and support companies that make proper fitting bras it will change the dynamic in the culture of the bra industry. Wouldn’t it be wonderful to walk into a store and be able to get a proper fitting bra without having to go to Nordstroms or Macy’s? That will never happen if we as consumers don’t speak up and stop buying bras that don’t fit simply because they are in more abundant supply and easier to get. If we want to bring about the sizes that truly represent the vast variety of sizes that we are need to speak up and use our buying power to find the companies that sell our real sizes and buy them.

    Be frugal and wise: Even a grown woman can get away with a minimum of 3 bras. Wear one, hand wash bra 2 and have the third resting to wear the next day. Repeat.

  21. Brooke says:

    I’m 12, and play a lot of sports, and need to wear a sports bra. But they aren’t as pricey as this. I am also in love with the story and support the movement but the prices are just too high, even for people who do have the money to buy them. I was just on the website and checked out with 2 bras and 1 pair of underwear. It was 86 dollars!! So, I decide not to buy them, even though I wanted to. I think if Yellowberry thinks they are going to be such a great success and believes in their selves so much, which they should because the movement and story behind it all is great, they should really lower the prices.

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