When Liz Rietz co-founded Bleuet just six years ago, she wasn’t chasing fashion trends or even celebrity endorsements.

Rietz was responding to a quiet but universal moment – the awkward, often anxious rite of passage when young teen girls purchase their first bras.

“Having my own daughter walk through the experience of trying to find a bra that was comfortable, that felt good against the skin, that was soft and wasn’t itchy,” said Rietz, chief executive. “We had a number of challenges when it came to that … when I talked to other moms out there, it turns out there are so many kids like (my daughter) that are more sensitive.”

This month, her Lincoln Heights-based Bleuet marked a milestone that underscores how resonant her mission has become: 500,000 bras sold. The number is more than a sales figure for Rietz. It’s a measure of how successfully the brand has rewritten what “first bra” shopping looks and means for the new generation – Gen Alpha.

“It reflects the trust parents and girls have placed in us to create products that prioritize comfort, inclusivity and confidence,” Rietz said, who co-founded the company with her husband Bill Rietz. He’s also the chief operating officer.

‘Creating a new category’

“We are humbled and inspired to continue expanding our impact and supporting girls as they grow,” Liz said.

What began in September 2019 as a direct-to-consumer startup – with stacks of boxes, fabrics and other materials spread out in Rietz’s dining room – has since grown into online sales through major retailers like Amazon.com Inc., Target Corp., Nordstrom Inc. and Walmart Inc.

From that first day, Rietz positioned Bleuet less as a clothing company and more as a confidence brand. The designs are simple and made from breathable, ultra-soft, and sustainable fabrics, including organic cotton, bamboo and modal. The bras are also seamless, free of “the itchy tags” and “uncomfortable wires,” according to the company.

Bleuet’s moniker, pronounced Blue-A, is French for cornflower, and it even highlights Rietz’s view of allowing tween and teen girls the space to be modern, natural, strong and understated.

“We’re creating a new category,” she said. “It’s the idea of girls being their best, beautiful, bold and most unique selves.”