To celebrate Women’s History Month, Wherewithal is offering a special 20% discount to That’s So Tampa readers. Shop now using the code “ThatsSoTampa” at shopwherewithal.com.
Tampa-based entrepreneur Danielle Rushton is revolutionizing the lingerie industry with Wherewithal, a brand designed to make bras fit women—not the other way around. Her innovative approach to intimate apparel challenges outdated sizing systems and gives women the power to create a personalized fit.
ADVERTISEMENT
Rushton’s inspiration for Wherewithal came from personal experience. “I’ve been wearing bras since I was nine, and not once did I feel like they were truly made for me,” she said. Like many women, she struggled with bras that pinched, gaped, or shifted. Frustrated by the lack of options, she set out to design something better. Wherewithal replaces the traditional hook-and-eye closure with an adjustable backband, allowing women to customize their fit with ease.
Inspired by the entrepreneurial spirit of Tampa
As a woman designing for women, Rushton understands the personal connection women have with their undergarments. “I know how it feels to be stuck in something that doesn’t fit right,” she said. Wherewithal’s 3-in-1 sizing system adapts to a woman’s changing body, ensuring comfort and confidence. More than just a brand, Wherewithal represents a shift in an industry that has relied on rigid sizing since the 1930s. “Being a female founder means challenging an antiquated industry,” Rushton explained. “Wherewithal is here to change that.”
A Tampa native, Rushton credits the city’s entrepreneurial spirit and support network for much of her success. “The entrepreneurial community here is strong, supportive, and driven,” she said. Tampa’s active lifestyle and coastal culture have also influenced the brand’s direction, with more versatile and adaptable pieces in the works. “Being part of a city that’s still defining itself is something special,” she added.
Wherewithal is on the brink of major growth
Breaking into the lingerie industry hasn’t been easy. “Despite being built around women’s bodies, the industry has long been dictated by male decision-makers,” Rushton explained. Convincing investors and manufacturers to embrace a new sizing approach proved to be a challenge. But customer feedback validated her vision. “Every challenge is met with validation from the women who wear our bras. That’s what keeps me going.”
Wherewithal is on the brink of major growth, including expansion beyond intimates. Rushton is applying her patented adjustability technology to other wardrobe essentials, ensuring women experience comfort and flexibility in all aspects of their lives. Additionally, the brand is preparing to launch with a major retailer, making its innovative designs even more accessible.
Rushton is honoring the women who inspired her
Rushton encourages women in Tampa to take the leap into entrepreneurship. “Surround yourself with people who believe in your vision, seek out mentors, and don’t be afraid to ask for help,” she advised. “You don’t have to have all the answers on day one. Just start.”
For Women’s History Month, Rushton honors the women who inspire her, from Spanx founder Sara Blakely to the customers who wear Wherewithal every day. “A bra is the least interesting thing about the person wearing it,” she said. “What inspires me is what women put their bras on to do.”
