The first thing to know about Nuudii System is that the intimates brand makes what founder and CEO Annette Azan calls “boobwear,” not bras. In fact, the brand is anti-bras and pro-boobs, and it describes wearing Nuudii as the “option between bra and braless.” The way Azan explains it, traditional bras have been designed to reshape, push, flatten, squeeze, or lift breasts into unnatural positions. Bras are also constructed with thin straps that often dig into the shoulders and made with frilly, lacy, meshy, and otherwise delicate materials that require upkeep. Wearing a bra, she essentially argues, should be an intimate experience that makes a wearer feel confident, but often, it’s the least comfortable item that’s on the body.