Try Before Buying Free shipping on all US orders. Always free returns.
My Bag
Your bag is empty It feels desperately alone Let's Shop

A killer combo of industry experience, fresh ideas, and a passion for fit

If you’re like us, you’ve been frustrated by the awkward process of getting a bra fitted. Women just haven’t been given a good way to determine fit themselves. Not only that, we’re choosing from bras that aren’t designed for the diversity of real women’s bodies. When it comes down to it, that means 80% of us have been walking around in a bra that doesn’t fit.

Our team in San Francisco is committed to changing all that. Every bra we make is designed with you in mind. We hope you’ll love the style, love the feel, and most importantly — love the fit.

Heidi Zak, Co-Founder

A few years ago, Heidi left Google with the dream of building a new kind of bra company. Fueled by her passion for retail and frustrated with her own experience trying to find a bra that fit, she knew there was opportunity to reinvent the way women get measured and shop for bras. One app and hundreds of great-fitting bras later, we think she might be onto something!

Ra'el Cohen, Head of Design

Ra'el began her love affair with lingerie design 15 years ago. While she mastered the art of fit, designing for several companies, she knew typical bra sizes didn't offer a solution for all women. After teaming up with Heidi, she began to develop a new sizing concept based on breast shapes, common fit issues, and measurement data from the app, creating what we think are the best-fitting bras out there.