In an attempt to bring perfect-fitting bras to the masses, one woman has created an app that calculates your exact bra size and then makes one for you.
Businesswoman and author Judy van Niekerk set herself the task of solving every woman's undergarment struggles, from stiff underwires to tight straps, when she learnt of the health implications poorly fitting bras can cause.
“I started with my own issue, struggling to find a bra without underwire,” she tells The Independent. “Then I realised that it’s a massive problem for women of trying to find attractive bras that fit.”
In March this year, the Chartered Society of Physiotherapy said 70-80% of women are wearing the wrong bra size.
In comes van Niekerk's new app, The Digital Bra, which claims to “revolutionise bras like never before with 100% perfect fit”.
Using a smartphone's camera function, the programme scans 120 measurements of your body from waist up to work out your correct size. It then converts those measurements into fabric patterns to create a custom-made bra.
Van Niekerk ensures no images are captured on the phone itself or stored on the company's database, however the app does require a friend to walk around you with the device to get a complete 360 degree view.
“We take a radical and revolutionary approach to how you're measured and how your bra is made leading to the perfect fit over and over,” explains the app website. “Our innovative web and mobile technology creates a 100% accurate measurement.”
Bras are handmade using a fabric called X-STATIC, which is known for its anti-bacterial properties, as well as delicate French lace and silks to ensure they're fashionable.
In an article on LinkedIn, van Niekirk says the bras put comfort first with no wires, padding or push ups: “Our body and breasts can be attractive, sensual [and] comfortable in a bra...allowing us to dress comfortably and be empowered.”
With women's issues at the heart of her business, Van Niekirk says she will be working with family-owned businesses, particularly women, in developing countries to make the bras.
The Digital Bra, which has been funded entirely through crowdsourcing on Kickstarter, will be available on iPhone only from 28 September. Bra prices start from £10 and can be delivered worldwide.
Images: The Digital Bra