Even with gentle usage and care, all bras will lose their shape over time as the elastic fibres in the band and straps begins to deteriorate. It's generally recommended that a bra should last anywhere between 6-9 months, although we think that with good care your bras should last a lot longer.

In 2026, lingerie experts and dermatologists generally agree that an everyday bra has a functional lifespan of 6 to 12 months. While the fabric might look intact, a bra is a technical garment that relies on the "snap" of its elastic fibers to provide up to 80% of its support from the back band. Over time, constant stretching, body oils, sweat, and repeated washing cause these fibers to break down. You know it’s time for a replacement if the band rides up your back even on the tightest hook, the straps constantly slip despite adjustment, or the underwire begins to poke through. To extend the life of your bras, you should rotate between at least three different ones; giving a bra a "rest day" allows the elastic to recover its shape. Additionally, always hand wash or use a delicate cycle with a mesh bag and never put them in the dryer, as high heat is the primary killer of elastic. Sports bras typically have an even shorter lifespan of 6 months due to the high-intensity stress and moisture they endure during workouts.