strap-its Founder Julie Karlitz Reimagines the Simple Bra Strap
strap-its founder Julie Karlitz never set out to revolutionize women’s fashion, she simply wanted her daughters to express themselves while looking pulled together. The result was a stylish, seamless solution to one of fashion’s most overlooked details: the bra strap. What started as a creative way to elevate a basic undergarment has become a global brand and a wardrobe essential for women everywhere.
The concept is deceptively simple but completely fresh. strap-its is a collection of seamless, supportive bras with interchangeable straps that can be swapped, styled, or attached to strapless bras. They’re chic, comfortable, and meant to be seen, whether under an off-the-shoulder blouse, a sundress, or a tank. “It started because my daughters were always dressing creatively, but I didn’t love seeing their bra straps showing,” Karlitz explained. “I told them, ‘Be expressive, but let’s do it in a different way.’ So I came up with the idea for stylish straps.”
Originally, Karlitz imagined the brand for teens, inspired by her own daughters. But after friends began requesting more sophisticated designs, she saw an opportunity to broaden her market. The turning point came when the Home Shopping Network reached out after seeing her straps. “They called and asked if we had bras to go with the straps,” she recalled. “We didn’t—but I quickly designed some, and it just took off from there.”
The formula worked. strap-its are now carried in more than 2,000 boutiques across the U.S., Canada, Hawaii, and Puerto Rico, as well as in resorts and spas like Canyon Ranch, Miraval, and Pebble Beach. The line has also become a favorite among celebrities and reality stars including Joan Vassos, Lisa Barlow, Gina Kirschenheiter, Patti Stanger, Luann de Lesseps, and Jennifer Pedranti. With their sleek design and versatility, the bras have been embraced by women of all ages and lifestyles—from the fitness enthusiast who goes from barre to brunch, to the fashion-forward professional who wants comfort without compromise.
Karlitz attributes much of strap-its’ success to word of mouth rather than heavy marketing. “We’ve really stayed under the radar,” she said. “People Magazine did a piece calling us the ‘strap of the festivals’ at Coachella, but mostly it’s been organic. Someone from Canada sees them in Miami, tells their local boutique, and then that boutique calls us to carry the line.”
Behind the effortless appeal is serious thought and craftsmanship. Each bra is made from smoothing stretch fabric that provides support without underwire, while the interchangeable straps come in an array of styles—from boho floral and vegan leather to studded suede and plaid. Karlitz keeps the line on trend by paying close attention to what’s happening in fashion. “Plaids are popular right now, so we made plaid straps. Denim is big again, so we created a denim collection. We like to enhance an outfit, not distract from it.”
Her agile production model allows her to move quickly. Unlike traditional fashion cycles that can take a year from concept to store, strap-its can go from design to shelf in about two and a half months. “We work with an amazing warehouse and factories, so our turnaround time is fast. It lets us stay current and responsive to what women want.”
But perhaps the most meaningful part of the business for Karlitz has been hearing from women whose lives her product has impacted. “During the pandemic, store owners told us we were one of the reasons they were able to stay open,” she said. “And we’ve had women who’ve gone through mastectomies or lumpectomies tell us it’s the only bra they can wear comfortably. That’s very gratifying.”
Comfort, inclusivity, and empowerment have always been at the heart of her vision. “Our theme—‘meant to be seen’—isn’t just about our straps,” she said. “It’s about women being seen and heard for who they are. I want my daughters, and all women, to express themselves and be confident in that.”
Before launching strap-its, Karlitz spent years in event planning at Burson Marsteller, organizing major events for icons like Frank Sinatra, Sammy Davis Jr., and Bon Jovi. That experience, she said, helped her build the discipline and creativity needed to run her own brand. “Coming up with event concepts isn’t that different from launching a product,” she explained. “You need a vision, a plan, and an eye for detail.”
That mix of creativity and precision has paid off. What began as a mom’s clever solution for her daughters has become a nationwide sensation. And for Karlitz, success is defined not just by sales or celebrity fans, but by the confidence her designs inspire. “Every woman deserves to feel good about what she’s wearing,” she said. “If we’ve made that a little easier, and more stylish, then we’ve done our job.”
Website: https://www.strap-its.com/