CURRENTLY seeking to crowdfund development capital, start-up The Digital Bra proposes an app that allows consumers to measure their breasts with an IPhone. The resulting 120 measurements are used to develop algorithms that allow the production of a bra that provides a perfect fit. Founder Judy van Niekirk assures that no image is captured on the ‘phone itself or stored on the company’s data base. She hopes that the current Kickstarter campaign will also help to crowdsource data as well as to raise money to automate part of the production process in order to reduce costs.
As more women come to appreciate the importance of a well-fitting bra, the concept could well win a significant proportion of the bra market wherever it is proposed to consumers.