Our Story
SW Lingerie began with a simple observation: our mothers had stopped enjoying getting dressed — and the industry didn't seem to notice.
Started at a kitchen table in Portland
In 2019, Sarah Whitfield watched her 74-year-old mother struggle with a bra clasp for ten minutes, then give up and change her plans for the day. Sarah — a pattern-maker with twenty years in the apparel industry — spent that weekend drafting a front-closure bra with clasps her mother's arthritic hands could actually manage.
Word spread through her mother's bridge club, then her church, then three states. Today, SW Lingerie remains family-owned in Portland, Oregon, and every style still passes the same test: Sarah's mother and her friends wear it for two weeks before it earns a place in the collection.
What We Believe
Comfort is not a compromise
Wire-free should still mean supportive. Soft should still mean beautiful. We refuse the idea that women over sixty must choose between feeling good and looking lovely.
Designed with, not for
Our wear-test panel — women aged 62 to 84 — vetoes more designs than it approves. Straps too narrow? Rejected. Waistband rolls? Rejected. Clasp too fiddly? Back to the drawing board.
Shopping should be easy
Large text, big buttons, a phone number answered by humans, and 90 days to change your mind. If our website ever frustrates you, that's our failure — call us and tell us so.
By the Numbers
- 40,000+ customers across all 50 states
- 4.9 / 5 average product rating
- 62–84 — the ages of our wear-test panel
- 90 days to return anything, always free