After losing friends to breast cancer, Michael Drescher decided to research breast health. Over the course of 12 years – with the help of experts from around the world – he developed a wireless bra made with 100 percent non-toxic materials.

"We’re not making any claims that we’re curing anything, but we do believe that if you don’t have to put toxins on the most porous area of your body – your skin – why would you?" says Drescher. 

After launching The Vibrant Body Company and selling bras successfully online, Drescher also opened the city’s first "temporary bra pop-up shop" last week in the Historic Third Ward, 315 N. Broadway. The pop-up shop will operate through June 20.

The majority of bras are made from synthetic petroleum-based materials such as nylon, polyester or Lycra, but Vibrant bras have foam cups constructed of five non-toxic layers and they do not have underwires, which might restrict lymph nodes and cause irritation.

Instead, Vibrant bras provide extra support from the sides which still provide "lift."

"70 years ago Coco Chanel freed women from the corset wire," says Drescher. "We want to free women from the final wire: the wire under their breasts. To know you are wearing something that is not working against you, that feels good. And that’s sexy."

Vibrant bras are $89 online, but in the pop-up shop, they cost $69 for the first bra, $59 for the second and $49 for any additional sizes. To get a 15 percent discount online, use the code PopUpShop.

The bras come in three basic colors – white, beige and black – sizes 34B through 42D, and two styles: full coverage and "semi-demi." Eventually, Vibrant will offer more sizes and styles.

"We have a lot of demand for what we are already producing," says Drescher. 

Education and partnership with breast health organizations is also an important aspect of Vibrant’s mission. The company will host in-store events with numerous groups during the month of June, including the Wisconsin Breast Cancer Show House on June 7 and Beauty Counter non-toxic cosmetics on June 15. Go here to stay – ahem – abreast of more events.

The Vibrant Pop-Up Shop will be open from 10 a.m. to 7 p.m. Mondays through Saturdays and 10 a.m. to 6 p.m. on Sundays.

"We invite people to come in and have a conversation about their bras like they’ve never had before," says Drescher. "Because if it's on you, it's in you."