EASE by SOIE Is Redefining What Lingerie Should Feel Like
SOIE, a lingerie and lifestyle brand, expands its bra offering with EASE, a collection built around a hold you, not cage you design philosophy that aligns with the brand's Engineered Comfort and #StaysWithYou ideology.
The brand has expanded its core bra offering with EASE, a collection built around fit, comfort, and size inclusivity, a category where shoppers have long been underserved at the edges of the sizing chart. The collection is now live across SOIE's website and marketplace channels, arriving as consumers grow more vocal about the limits of standard sizing at the fuller end of the cup range.
SOIE Woman operates under Ginza Industries and manufactures end-to-end in-house, from fabric sourcing through to the finished garment. That vertical integration underpins EASE: rather than outsourcing construction, SOIE designed and produced the collection across its own facilities, giving it direct control over fit consistency across the full size range. The category carries a familiar set of complaints: sizing that stops short of real bodies, constructions that trade comfort for shape, and pricing that pushes well-fitting basics out of reach. EASE is positioned as SOIE's answer to all three at once.
Key Highlights
Inclusive sizing- 32B-44F: extending well past the range most bra lines stock as standard.
In-house manufacturing: fabric-to-finished-garment production under one roof, the collection's most defensible differentiator.
Comfort-first construction: engineering aimed at reducing the trade-off between support and wearability common to budget and mid-market bras.
The intimate wear market has expanded rapidly, but size inclusivity has lagged demand, a gap most brands acknowledge, but few build entire collections around. EASE's sizing range targets shoppers who have often had to choose between fit and affordability, at a time when consumers are shopping for intimate wear more online and more directly, with less reliance on in-store fitting.
"Fit shouldn't be the reason a woman settles," said Megha Sethia, Vice President at SOIE. "EASE came out of listening to customers who told us comfort and size range aren't negotiable extras; they're the baseline. Because we manufacture in-house, we could build the collection around that feedback instead of adapting an existing pattern to fit more bodies."
For a market that has long asked women to size themselves down to fit the product, EASE inverts the equation.
About SOIE
SOIE Woman is a direct-to-consumer intimate apparel and activewear brand under Ginza Industries, built on vertical manufacturing across owned facilities. The brand designs and produces its collections in-house, from fabric to finished garment, giving it direct oversight of fit, quality, and construction. SOIE's portfolio spans everyday and full-coverage bras, activewear, and swimwear, with a focus on functional, well-engineered basics that make well-fitting intimate wear accessible to a wider range of body types.