Start Up Uses Seven Million Data Points To Make Bras That Actually Fit

June 11, 2014 | Sophie Weiner

Bras are the worst. Bra shopping sucks. Victoria’s Secret carries only a select range of sizes, regular department stores’ lighting make you feel like one giant red irritated blob and fancy boutiques where something might actually fit are prohibitively expensive. But us boob-carriers might finally have something to give us hope, Wired reportsTrue&Co is a bra start up in San Francisco that is using data to help women find bras that actually fit. The company requires every buyer to take a quiz about their body before purchasing a bra. Using this data, True&Co are starting their own bra line. Wired explained why this is important:

The problem Lam is trying to solve is the fact that most women are wearing the wrong bras. The straps slip, the bands pinch, and the cups, well, runneth over. That’s not, Lam says, because all bras are ill-fitting. It’s because all women are different. True&Co’s software has found some 6,000 different body types and counting in its customer pool.

True&Co’s new line of lingerie, which includes bras, panties, and loungewear, is based on an entirely new fitting system for bras called TrueSpectrum. Unlike traditional bra sizes, which only account for the size of a woman’s rib cage and the distance between her breasts, TrueSpectrum sizes take into account whether her breasts are full or shallow, high or low, wide-set, or a combination of a few. The bras, themselves, have then been designed to address the most common complaints reported in the quiz. For instance, 62 percent of women complain about “busting out,” particularly in their underarms. So, True&Co designed a bra with a high-cut spandex band to prevent that from happening.

If reading this kinda made you want to cry — it’s cool, we understand. With so many completely useless start ups and corporations using our data for evil, it’s refreshing to see something being done with technology that actually helps people and their boobs. (Image: True&Co via Wired)