The brand's Kickstarter campaign ends on June 16; after that, customers will have to shell out the full $188 to get their own Everyday Bustier. (As part of this soft launch, it's on offer for $88 currently.) Part of the reason to launch first on the crowdfunding site, McKeen explained, was to allow for a lower entry point for shoppers interested in the premium technology. "[The full price] is about as much as you would pay to go to a specialty boutique where they would give you a conventional wire bra," she said. "We wanted to give people the opportunity to buy in at a more comfortable price point because we know once they can appreciate the difference in how this performs, they'll understand the value." The price tag on the Everyday Bustier is significantly higher than competing, comparable styles on the market right now — but, as McKeen countered early on, this isn't just a strapless bra.