Etalon® launched innovative posture apparel fixing post-pandemic slouching

Release date:

May 29, 2023

San Francisco, CA

Etalon® introduced Etalon the first piece of posture apparel aiming to merge function and fashion. Successfully funded on Kickstarter within just 10 days, Etalon™ employs a unique patent-pending technology that makes posture improvement more accessible, personalized, and enjoyable.

Kristina Rudzinskaya, Etalon’s Inventor, STOTT certified Pilates Instructor, started EtalonTM with the mission to help people be more aligned within themselves and the world around them. Leaving shoulder posture bra her well-paid tech, she pursued her passions in Pilates, fashion, and sustainability, culminating in the creation Posture Bra Etalon of Etalon™, overcoming challenges encountered during the pandemic.

Technology

The Etalon® Posture Bra features a unique patent-pending strap system that promotes gradual postural muscle memory development. Supported by over 30 clinical papers, Etalon's approach improves alignment, postural posture support bra awareness, and muscle memory with customizable levels that meet customers where they are in their stress-free posture journey.

Professor of Neurosurgery and Orthopedic Surgery at UCSF Medical Center Christopher Ames shares:

As a spinal deformity surgeon I often observe the detrimental impact of poor postural mechanics on pain and self image. Traditional braces designed for medical indications are often rigid, bulky and uncomfortable and do not fit well under clothing. I believe there is a real need for low profile apparel shoulder posture bra based products that support biomechanically favorable alignment and serve as elastic reminders of ideal spinal position.

Effect

Building good posture begins with our backs, Posture Bra Etalon but the effects are far-reaching. Etalon Founder Kristina Rudzinskaya explains:

When we slouch, our shoulders move forward and the distance between our shoulder blades increases. As a result, the upper spine curves like a “C”, and our neck and head angle downward. Over time, Etalon slouching negatively affects our physical appearance, our health, and our overall physiology. It hinders the depth of our breathing and our ability to relax, it causes muscle strain posture support bra and hormonal imbalance, and it limits our energy, focus, and confidence.

Etalon® aims to minimize slouching by gently pulling your shoulders back and moving your shoulder blades closer together. Over time, this simple adjustment will have profound effects on your body and mind making EtalonTM a holistic solution affecting many areas of the wearer’s wellbeing.

Aesthetics and Ethics

Designed with user experience in mind – Etalon® Posture Bra was made to be wearable as a top or simply a bra – women can proudly Etalon wear it underneath their favorite garments rather than hide it away in shame.

Etalon® has been honored with the prestigious San Francisco Design Week Award 2023. Etalon's remarkable achievement comes in the FashTech category, acknowledging the innovative design shoulder posture bra of the Etalon Posture Bra and the exceptional dedication of the entire project team towards advancing thought leadership and contributing to a positive future for society.

Etalon® Posture Apparel is designed and sustainably manufactured in California using fabric from rPET (recycled post-consumer plastic bottles) with an equivalent of 10 plastic bottles for each bra. Additionally EtalonTM fabric’s chemical posture support bra composition has been modified so it is biodegradable. It is safe for people and the planet and OEKO-TEX® certified. Etalon® creates a sustainable posture solution that is good for People and the Environment.

About EtalonTM

WEAR ETALON LLC is a California-based company that creates innovative approach for posture issues. First product of the company is the Posture Bra which gently trains your shoulder and spinal muscles to maintain good posture, shoulder posture bra without restricting movement during your daily activities.

To learn more, follow EtalonTM on Instagram and Facebook, or visit www.shopetalon.com

EtalonTM