Handful: Bras That Support Women Beyond the Adventure
At Women Who Explore, we love partnering with brands that don’t just make great gear, but also share our mission of building confidence, creating community, and celebrating movement in all its forms. That’s why we’re excited to introduce you to Handful, a women-owned activewear company creating bras that truly support women on the trail, in the gym, and in life.
We sat down with the team at Handful to learn more about their story, values, and what inspires them to “lift women up.”
🎉 Plus, read all the way through for a special Handful offer exclusive for the Women Who Explore community! 🎉
The Beginning of Handful
Handful was founded by Jennifer Ferguson, a longtime group fitness instructor and busy mom who couldn’t find a bra that was both fashionable and functional. She wanted something versatile enough to go from “weekend to workout” and still feel great. In 2006, she launched Handful, a brand rooted in positivity, movement, and empowerment.
Jennifer grew up in Montana, where her dad often joked that “she’s a handful” — a phrase that stuck, eventually becoming the name of her company.
More Than Just a Bra
From day one, Handful has been about more than sports bras. Each product is designed with support, style, and confidence in mind. A standout feature? Hidden pockets and removable pads that give women options. For some, that means extra coverage when teaching a class or heading out for a rainy run.
For breast cancer survivors, it can mean stacking pads to restore what cancer took away. This thoughtful design reflects Handful’s belief that all women deserve the choice to feel supported and lifted up.
Movement as Empowerment
Both Women Who Explore and Handful believe movement is transformational. As Handful shared: “Movement empowers women by fostering self-confidence, building supportive communities, raising awareness, and driving lasting change in society.”
Whether it’s a morning yoga flow, a weekend hike, or a long walk with a friend, movement is about more than exercise — it’s about confidence, connection, and joy.
The Outdoors: Nature as a Teammate
Handful was born in Portland, Oregon, surrounded by forests, mountains, and rivers. Nature has always been central to their mission, shaping not only their values but their design choices. Their bras and activewear feature:
Breathable recycled fabrics
UPF 50 sun protection
Temperature-regulating materials
Handful doesn’t just outfit women for the outdoors — they celebrate Mother Nature as part of the story, reminding us that adventure is never about perfect weather or polished photos. It’s about resilience, joy, and discovering our strength outside.
Flatter, Not Flatten®
Handful’s tagline says it all: “Flatter, Not Flatten®.” Unlike many sports bras that compress and flatten, Handful bras are designed to complement a woman’s natural shape while offering comfort, versatility, and confidence.
It’s also a phrase with deeper meaning: a celebration of body positivity, a nod to breast cancer survivors, and a reminder that women should always be lifted up — never diminished.
For Women on the Go
Whether you’re sweating, swimming, hiking, or heading straight to happy hour, Handful bras are designed to keep up. As they put it: “Handful bras support you from sweat to swim to sundress, trails to cocktails, weekend to workout. Versatility is our superpower.”
Challenges & Community
Like many women-owned businesses, Handful has faced hurdles — particularly in funding. Only 2% of venture capital goes to women-owned companies. Despite this, Handful has thrived by leaning on its community of women who support one another and believe in the brand’s mission.
Advice from Handful
Their message to all women is simple and powerful: “You’re active, you’re versatile, you’re one of a kind, you’re a Handful! Grab life by the handful.”
What’s Next
Handful is looking for partners who share their vision that Together Everyone Achieves More (T.E.A.M.). And just like us at Women Who Explore, they’re committed to creating spaces where women can move with confidence and community.
Connect with Handful
Learn more and explore their products at handful.com or follow them on Instagram @handfulbra.
✨ At Women Who Explore, we believe the best adventures start with confidence — and it’s clear that Handful is more than a bra brand. They’re a movement, a community, and a reminder that when women support women, we all stand taller.
🎁 We have a special offer for WWE community. Use code WWE25 to save 25% off your order at handful.com! 🎁
🌸 Join Us for a Special Event!
In honor of Breast Cancer Awareness Month, we’re partnering with Handful for a virtual mid-day workout led by fitness expert Jenna Wolfe.
📅 Thursday, October 23, 2025
🕛 12 PM ET | 9 AM PT
This no-equipment class blends movement, education, and empowerment—all from the comfort of your home. Wear pink, show your support, and sweat it out with us!
