For The Girls Inc

Cue the Cyndi Lauper: For the Girls just wants to have fun.

The lingerie shop opened on the fashionable Roncesvalles Avenue in 2014, and offers both sultry and sensible underwear ranging from racy thongs and frilly panties to sports bras, maternity wear and bodysuits. “These days, underwear shopping can be this really uptight process,” says owner Patricia Welbourn. “But if you get someone in something that fits them really well and makes them feel good, it’s like a bell goes off. I want the experience here to be like bra shopping with a girlfriend who always tells you the truth — we laugh and have a good time, and you’ll never leave with a bra that doesn't fit properly.”

This isn’t always the case at women’s underwear chains, Patricia continues, as these retailers don’t treat customers like individuals. “They've convinced people that there are just five sizes. The first thing a lot of my clients say is, ‘You probably don’t have my size; I’m an uncommon size.’ And that’s simply not true. Everyone is different — at least to me — and if we go the extra mile we can find the right fit for everyone. I’m trying to get away from focusing on the number, and more on fit. If a bra fits, the number doesn't matter.”