Couple invents custom-made bras with AI: Finally, no more painful bras

Every woman is different, every female body is unique. This should now be reflected in the lingerie from itsmyne.

Metal underwires that poke. Cups that pinch. Straps that slip. Millions of women know this feeling. For Linda Durisch (38), it’s now over. On March 8, 2024 – International Women’s Day – she founded her brand itsmyne. Her mission: the perfectly fitting bra. Custom-made. With AI. Without metal discomfort.

„In the bra industry, little innovation has taken place, and that needs to change," Durisch told BILD. "So far, only margins have been optimized or products made sexier."

Without metal underwires, tailored to fit: this is what the finished product looks like. The price for the custom piece: 129 euros.

AI instead of measuring tape

Her approach sounds futuristic – but it’s quite simple: women measure themselves at home using their phone. In underwear. Not naked. The face is blurred (made unrecognizable in the photo), so no one sees the woman, Durisch assures. An AI calculates the exact measurements from this. "AI is more accurate than any measuring tape," Durisch confidently states.

Initially, her family had completely different ideas. "We thought long and hard about how we could take individual measurements. Dipping the breast into a water bucket and measuring how much water is displaced – that was my grandpa’s suggestion," she laughs. "Or sending a measuring tape to your home. Today, all of this is very easy with AI and a phone."

Linda Durisch is a textile engineer, her husband Mathias Durisch is an industrial designer.

No more one-size-fits-all!

For Durisch, this is more than just fashion – it’s a stance. "The bra industry tries to put all women into one size." She wants to do things differently: "With us, there are bras based on body shape, not standard sizes."

One detail particularly annoys her – and many customers: "All women are fed up with metal underwires that always sit in the wrong place." Durisch knows that feeling all too well: "I put on my bra first thing every morning – and every woman takes it off first thing in the evening, relieved."

The bras are made precisely to fit using data from the AI.

She wants to change that. For the founder, it’s also about self-confidence: "Women often have a higher tolerance – but they should be allowed to demand more for themselves and question the system instead of accepting it as a given."

She founded itsmyne together with her husband Matthias (48). The couple lives in a blended family with three children. The first bra model is named after her stepdaughter – a true family project. And how does her husband feel about daily dealings with cups, cups, and breasts? Durisch: "My husband is enthusiastic about the product – there are worse things than spending the whole day dealing with breasts. His friends quite envy him for it."

How to order got to their website: https://its-myne.com/en