In this episode of WORK, Erika talks to Bree McKeen, founder of Evelyn & Bobbie, about what it really takes to rebuild a product from scratch—and why the bra industry was overdue for a total reset. They get into the science behind better support, the lies women have been told about comfort, and what happens when you stop following the playbook and build your own. It’s a conversation about innovation, scale, and why real R&D is anything but soft.