Women, we’ve all been there before; we look forward to the moment we can take our bras off. The underwire, the uncomfortableness and the wrong fit make wearing undergarments dreadful. Women who have worn a bra generally consider wearing one to be morethan going braless, according to YouGov. More women who’ve worn a bra say that wearing one is very or somewhat uncomfortable than very or somewhat comfortable .
Williams and Bosman approached the idea as though they were building a house. First, they asked themselves how they could revitalize a stagnant industry, making buying a bra more enjoyable. Looking into solutions, advancements in 3D measurement applications kept coming up. Since 2020, the friends dedicated themselves to revolutionizing the industry. The wearer-centered design took years of perfecting. In 2024, they launched a Kickstarter campaign. They totaled just over $32,000, with 323% of their original funded goal.