Free Label

What Free Label does

Free Label is a Canadian direct-to-consumer apparel brand founded in 2015 by Jess Sternberg and headquartered in Vancouver, BC. The company designs and sells size-inclusive clothing — spanning bras, underwear, tops, bottoms, knitwear, skirts, dresses, and accessories — in 11 sizes from 5X to XS, with particular depth in wireless bras engineered for full-bust wearers (cup sizes AA through L). Garments are built around three proprietary fabric stories: a custom-milled bamboo rayon/spandex blend and a lyocell/organic cotton/spandex knit, both OEKO-TEX Standard 100 certified and produced in Toronto, plus a 100% flax linen from an eco-certified mill. Most cutting and sewing is performed locally in Vancouver and Toronto, with alpaca knitwear sourced from Peru; all packaging has been 100% home-compostable since 2020.

The business operates a Shopify-hosted DTC storefront at freelabel.com with no wholesale or third-party marketplace presence, supported by a small internal team (1–10 people, primarily founder plus independent contractors for customer care, email, and partnerships). The revenue model is one-time purchase of individually priced SKUs (bras CAD $89–$98, dresses CAD $198, bottoms CAD $148–$178) plus digital gift cards, with free shipping on orders over CAD $250 and a multi-currency checkout supporting 60+ country settings. US shipping was paused in August 2024 due to tariffs and the removal of the de minimis exemption, restricting active distribution to Canada and select international markets.

Go-to-market is product-led and community-driven: a Judge.me integration displays 4,628+ customer reviews, a bra quiz and visual size guides reduce fit risk, and an active Buy/Sell/Trade Facebook group extends product lifecycle. The company also runs the Empowerful Incubator, an annual CAD $10,000 grant and mentorship program for BIPOC entrepreneurs that has donated over CAD $60,000 across roughly 20 alumni brands since 2020, functioning as both a social-impact initiative and a brand-equity asset.

Name

Free Label

Legal name

Free Label

Website

https://freelabel.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Free Label is a Canadian direct-to-consumer apparel brand founded in 2015 that designs and sells size-inclusive clothing (5X to XS) with a focus on wireless bras and natural-fiber garments, manufactured in small batches in Vancouver and Toronto.

Ownership category

akta.pro rank

Product category

Size-Inclusive Women's Apparel

NAICS

Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Size-inclusive apparel
• Wire-free intimates
• Sustainable clothing
• Canadian-made fashion
• Bamboo undergarments

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer online sales of clothing (bras, underwear, tops, bottoms, dresses, skirts, knitwear, accessories) through freelabel.com. One-time purchase model with no subscription required. Products are priced individually at CAD pricing. Free shipping threshold of $250 CAD drives basket size.
2. Digital Gift Cards: Digital gift cards sold in denominations of $20, $25, $50, $100, $150, $200, $250, $300, and $400 CAD. Gift cards are emailed immediately upon purchase and never expire. Non-refundable.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Free Label designs, manufactures, and sells size-inclusive (5X-XS, 11 sizes) wire-free bras, underwear, tops, bottoms, knitwear, dresses, and accessories made from custom-milled natural fabrics including bamboo, lyocell, linen, and alpaca. Production is based in Toronto and Vancouver, Canada, with sustainability certifications (OEKO-TEX Standard 100, GOTS) and 100% compostable packaging. The assortment includes a dedicated maternity/nursing line and accessories.

Product overview

Free Label is a Canadian-made clothing brand specializing in size-inclusive fashion (5X-XS) with core expertise in bamboo-based intimates and natural fiber garments. Their product portfolio centers on seven bra styles (Andie, Thompson, Holly, Carrie, Sonny, Becky, and Dani) made from custom-milled bamboo and organic materials, complemented by underwear, knitwear from Peruvian alpaca and Pima cotton, linen apparel, and versatile dresses and skirts. All garments are cut and sewn in Canada (Vancouver and Toronto) in small batches. The company holds OEKO-TEX Standard 100 certifications across their bamboo, lyocell, and linen fabrics, and has garnered over 1000 five-star reviews for their wire-free bras. Gift cards are also offered as a product category.

Differentiator

Problem solved

Functional benefit

Products and services

• Andie Bra A wire-free bra intended as an everyday supportive style within Free Label's signature wire-free intimates assortment, designed for the brand's full size range.
• Thompson Bra A wire-free bra style offered as part of Free Label's size-inclusive wire-free intimates range, designed for everyday full-bust support.
• Holly Bra A wire-free bra style in Free Label's intimates assortment, extending the brand's everyday supportive options across its 11-size range.
• Carrie Bra A wire-free bra described as Free Label's best-selling style, engineered for full-bust support within the brand's size-inclusive intimates range.
• Sonny Bra A wire-free bra style within Free Label's intimates range, offered across the brand's size-inclusive fit system.
• Becky Bra A wire-free bra added to Free Label's signature intimates collection, available across the brand's 11 sizes.
• Dani Bra A wire-free bra style in the Free Label intimates line, supporting the brand's full-bust, size-inclusive fit promise.
• Tyler Dress A dress positioned as a "not so basic basic," extending Free Label's apparel range beyond intimates into easy everyday dresses in the brand's natural-fabric palette.
• Maxine Wrap Skirt A wrap skirt style carried within Free Label's apparel assortment, sold across the brand's size-inclusive range.
• Ash Romper A romper style from Free Label's apparel line, supporting the brand's casual everyday assortment across its size-inclusive range.
• Parker Jumper A jumper style within Free Label's apparel assortment, sold across the brand's 11 sizes.
• Scout Sweater A sweater style within Free Label's knitwear assortment, built around the brand's natural-fabric philosophy.
• Free Label Bralette & Underwear Sets Coordinated bralette and underwear sets made from Free Label's custom-milled bamboo fabric, sold as bundled everyday basics within the intimates line.
• Free Label Bralettes Wire-free bralettes in Free Label's custom bamboo fabric, providing a lighter-support option within the brand's wire-free intimates range.
• Free Label Underwear Underwear bottoms (cheeky, thong, bikini, brief) in Free Label's custom bamboo fabric, sold as multi-pack value options in the intimates line.
• Free Label Tops Tops category within Free Label's apparel assortment, covering everyday styles made from the brand's natural fabrics across the 11-size range.
• Free Label Bottoms Bottoms category within Free Label's apparel assortment, including styles such as the Maxine Wrap Skirt and Parker Jumper across the 11-size range.
• Free Label Knitwear Knitwear category within Free Label's apparel assortment, including sweaters built around the brand's natural-fiber yarn and knit fabric development.
• Free Label Dresses Dresses category within Free Label's apparel assortment, exemplified by the Tyler Dress and other easy everyday silhouettes across the 11-size range.
• Free Label Maternity & Nursing Line A dedicated maternity and nursing apparel line offering nursing bras and maternity-friendly everyday pieces within Free Label's size-inclusive and natural-fabric assortment.
• Free Label Accessories Accessories category within Free Label's assortment, including masks and similar items produced alongside the brand's apparel and intimates.
• Bamboo Collection (Custom 85% Bamboo Rayon / 15% Spandex Fabric) A collection centered on Free Label's proprietary custom-milled bamboo fabric (85% bamboo rayon, 15% spandex), spanning bralettes, underwear sets, tops, and everyday apparel.
• Free Label Gift Cards Tiered gift cards redeemable across Free Label's e-commerce assortment of apparel, intimates, and accessories.

Quantifiable outcome

• Over 1000 five-star reviews for bamboo collection and bras
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Oge AjibeminorOthers2020 recipient of Free Label's $5,000 Bursary and Mentorship program. Black and/or Indigenous identifying entrepreneur who received funding and mentorship to develop their brand. Grew brand over 10X in size from 2020 to 2021. Featured in Empowerful Incubator alumni.
• Empowerful Incubator MembersminorOthersCommunity collective for BIPOC entrepreneurs including OU (OUMA Bridal), MAYA (Batik Boutik), FARIA (Haami Bras), FILSAN (Project Love Run), CINDY (One Peace Co), FUNMILAYO (Lagoschop), RUHEE (Rubies Bras), JENA (Jena Tang), MAXINE (Kid Sister Skincare), KAYLEIGH (Heritage Baby Designs), NICOLE (Ripple & Rise), JAMIE (Jamie Gentry Design), VIVIAN (Naetal Skincare), JENNIFER (Jennifer JL Physio), NADINE (Mayana), EUGENIE (Day by Day), CIARA (Tekeni Turtle Creations), MIRANDA (Shortlist4ed), OLAMIDE (Olamide Togun), MITRA (Mitraya Jewelry), VERONICA (Veronica Augustin Coaching). Receive community, quarterly educational virtual events, and opportunities to apply for private funding. Over $60,000 CAD donated to members to date.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Savage X Fenty: DTC intimates and apparel brand with explicit size-inclusive and body-positive positioning. Comparable on channel (DTC), target customer (size-conscious shoppers), and broad product range.
• Cuup: DTC intimates brand with a modern aesthetic, focus on fit, and premium positioning. Similar target customer and channel strategy to Free Label.
• Evelyn & Bobbie: Wireless bra specialist with patented structural designs and premium pricing. Closely comparable product focus on full-bust wireless support.
• ThirdLove: US-based DTC intimates brand famous for half-cup sizing, size inclusivity, and wireless bras. Directly comparable in product category, DTC model, and customer segment.
• Lively: DTC intimates and apparel brand (founded by Michelle Corry Grant) emphasizing size inclusivity and comfort. Direct overlap in target customer and category mix.
• Knix: Canadian DTC intimates and apparel brand with strong size-inclusive positioning and wireless/leakproof bra innovation. Closest direct competitor to Free Label given shared geography, channel strategy (DTC-first), and target customer.
• True & Co: DTC intimates brand historically focused on fit technology and wireless bras. Comparable business model and product category to Free Label.

Broad incumbents

• Aerie: American Eagle Outfitters' intimates and apparel sub-brand built around size inclusivity and body positivity. Competes in overlapping categories at much larger scale and with brick-and-mortar retail.
• Lululemon: Vancouver-based athletic and lifestyle apparel incumbent. Comparable in Canadian origin, premium positioning, and sustainability commitments, but operates at vastly larger scale and adjacent (athletic) category.
• Eileen Fisher: Sustainable, minimalist womenswear incumbent with strong size-inclusive and ethical sourcing positioning. Comparable brand values but operates in woven apparel rather than intimates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shopfreelabel
• Instagraminstagram.com/free.label
• Xx.com/shopfreelabel

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Free Label