• Living bra-free has never been easier.

map pin icon in white

Made sustainably in Los Angeles

handshake icon in white

Women-owned & founded

globe icon in white

Carbon neutral businesses

box icon in white

100% free & easy returns

Bra-like modesty....without the underwire & discomfort.

Tired of wearing a bra? Well, meet the Light Hug®.

Say goodbye to the panic of unexpected guests & the endless cycle of old sweatshirts. Our buttery soft tops are tagless, flattering, and inside each top is a Light Hug® giving breathable, gentle coverage for all boob shapes & sizes.

Shop Braless Bliss

Logo list

People logo
InStyle logo
E Online logo
Vanity Fair logo
Vogue logo
BuzzFeed logo

"Ok no lie - this material is a godsend. It is literally the softest material I've ever felt. The true test was the "no-bra" insert and, for me, it passed the test."

Forbes logo

"Their so-called 'light hug' built into tops keeps even D-cups in check. Pair it with their stylish pants - all are made in the USA - and a long sweater, and no one will be any the wiser."

TravelGirl logo

"Pieces come in understated hues with timeless elegance - no cutesy or immature designs."

Lisa and Kelly, founders of JJ Winks

Because we know boobs.

The story of two best friends, who were tired of choosing between unflattering loungewear or too-revealing sleepwear, and decided women deserve to feel sexy and comfortable. JJ's were created for women on the go, busy moms, professionals and every woman in between.

Read Our Story