When we started Bruchi Club, we asked ourselves a simple question — why does comfort fade so quickly?
We noticed something that most shoppers overlook: innerwear, the first layer we wear every day, is also the most frequently replaced one. And yet, it’s the one category where we often compromise — chasing discounts, flashy packaging, or quick trends.
Over time, we realized the problem isn’t just with price. It’s about how we value our innerwear — not as an investment in ourselves, but as an afterthought.
💭 The Real Problem: “Cheaper” Isn’t Always Cheaper
We’ve all done it. Picked up that budget-friendly bra or cute panty pack thinking, “it’s just innerwear.”
But after a few washes, the elastic loosens, the fabric pills, and that once-perfect fit starts digging in or slipping away. What happens next? You replace it. Again. And again.
That’s when we realized — the real cost isn’t on the tag; it’s in how often you need to replace it.
So we started talking about a concept most of us never apply to fashion, especially innerwear: Cost Per Wear (CPW).
💡 What Is Cost Per Wear?
It’s a simple, yet game-changing idea:
Cost Per Wear = (Price of Product) ÷ (Number of Times You’ll Wear It)
Let’s make it real. A ₹600 bra that lasts a year (say, 100 wears) costs just ₹6 per wear. But a ₹300 bra that loses shape after 15 uses? That’s ₹20 per wear.
So which one’s truly more expensive?
When you look through this lens, you realize — cheap innerwear isn’t affordable, it’s just short-lived.
🧵 Why This Matters — for Comfort, Health, and Confidence
Your innerwear isn’t just fabric. It’s the first layer that touches your skin, supports your tissue, and keeps your hygiene in check.
When the material stops breathing or the fit changes, it affects more than comfort — it affects your posture, skin health, and self-confidence.
As founders, we’ve spoken to countless women who told us how hard it is to find bras that don’t dig in, breathe well, and actually last. And that’s when we decided Bruchi Club wouldn’t just make “pretty” innerwear — we’d make thoughtful, breathable, and durable innerwear that respects both your body and your wallet.
🌿 Our Promise at Bruchi Club
At Bruchi Club, we design innerwear with the principle of long-lasting comfort. Because real comfort isn’t what you feel on day one — it’s how it holds up on day hundred.
We focus on: ✅ Breathable, skin-friendly fabrics that stay soft wash after wash ✅ Right shape and support for all body types — no pinching, no digging ✅ Smart durability — so your pieces don’t stretch out or lose life in a few months ✅ Affordable sustainability — because everyone deserves comfort that lasts
For us, every product is a promise: to make your innerwear last longer, feel better, and work harder for you.
🧩 Why Cost Per Wear Is the Future of Conscious Fashion
Today’s shopper is smarter. We compare, calculate, and question. But we often forget to apply that same smartness to what we wear every day — under everything else.
By thinking in terms of cost per wear, we shift the narrative from cheap vs expensive to short-term vs long-term value.
It’s not just about money — it’s about self-respect and sustainability.
- Fewer replacements mean less waste.
- Better materials mean fewer microplastics.
- Mindful choices mean healthier skin and a cleaner planet.
❤️ A Note from Us
We started Bruchi Club because we believe the first layer you wear should make you feel your best — every single day.
We want women to see innerwear as more than a product — as a form of self-care, comfort, and quiet confidence.
So next time you buy a bra, panty, or bikini, ask yourself: 👉 Does it breathe? 👉 Does it support me — literally and emotionally? 👉 Will it last?
Because true luxury isn’t about having more; it’s about owning better.
Discover innerwear that’s made to last — in comfort, fit, and confidence — at Bruchi Club.
