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We believe fit should come first.

Our Story

A great bra feels good and makes you look better than ever, but let's face it. Getting fit for a new bra isn't exactly fun. Our solution? We created patented technology that lets you find your perfect size at home, no awkward measuring or dressing room moments required. It’s as simple as an iPhone app, and it’s empowered thousands of women to become better bra shoppers.

All this app data revealed a pattern. We realized that traditional bra sizing wasn’t serving countless women whose breast sizes weren’t ‘standard’, whatever that means. We had a new mission, and set out to design bras that would really fit real women.

Half sizes close in on perfect fit.

It turns out that 50% of women sizes A-E fall in between standard cup sizes, so we invented half cup sizing. Ever had a hunch you were an in-betweener? Now you’ll never have to settle for a bra that only half fits.

Shape matters.

We developed our Breast Shape Dictionary because we think perfect fit is more than a numbered size. With your shape in mind, you’re better equipped to pick styles that fit your body like a glove.

Made with real women’s measurements.

Instead of using standard industry measurements and grading them up and down to create each bra size, we fit all of our sizes on real women. These fittings let us design each bra size to be a more precise fit, like shorter strap lengths on larger sizes for better lift, or a wider width between cups on smaller sizes. Sure, it’s more work. But we’re up to the task.

Curious about our app?

All you’ll need is a spare five minutes, a supportive bra, a tank top and a wall-mounted mirror.

Get sized with your iPhone

100% Fit Guarantee

We’re confident you’ll love the fit, feel, and style of our bras. If you’re not 100% happy with your purchase, we'd love to help. Returns and exchanges are always free.