ItB次元官网网址檚 a product that almost every single woman needs, yet it hasnB次元官网网址檛 seen much innovation in nearly a century.
Likely because it is the most difficult part of the body to fit.
Jessica Bosman and Bryn Davis Williams found that out the hard way.
ItB次元官网网址檚 not a one-size-fits-all approach. Even the sizes that are out there donB次元官网网址檛 do women justice with their support, and comfort, needs.
B次元官网网址淲e are women feeling those discomforts of bra strips digging in, underwires and just wanting to fling it off at the end of the day,B次元官网网址� said Bosman.
The young Vernon woman, along with TorontoB次元官网网址檚 Davis Williams, are breaking the mould when it comes to bras.
The pair have created a business called DOUBL that builds custom-fitted bras.
There are no alphabet sizes like traditional bras try to fit women into.
B次元官网网址淪o many women feel uncomfortable with their bodies because they donB次元官网网址檛 fit these sizes,B次元官网网址� said Bosman, adding DOUBL has no foam or underwires.
Davis Williams said, B次元官网网址淭hereB次元官网网址檚 not a singular way to be a woman or a singular size.B次元官网网址�
Instead, the made-to-measure garments are created using an AI-powered algorithm they created. During the purchase you upload automatic digital measurements of your body (taken from your phone camera).
Following many trials they have created a system that has a 100 per cent success rate with the fit.
B次元官网网址淲e chose the most challenging part of the body to fit,B次元官网网址� said Bosman, adding itB次元官网网址檚 all online so women donB次元官网网址檛 have to leave their home to buy a bra.
B次元官网网址淚tB次元官网网址檚 such a technical garment and carrying such a soft tissue area.B次元官网网址�
DOUBL was born from an Ivey Business School project after Bosman and Davis Williams met at Western University in London in 2015.
The pair continued to be friends after university, but the project was shelved temporarily.
The women each went into corporate jobs after graduating B次元官网网址� Bosman into merchandising for fashion company SSENSE and Davis Williams into brand management for CPG company Unilever. It wasnB次元官网网址檛 until 2019 when a trip to New York Fashion Week resparked their interest in DOUBL.
B次元官网网址淲e had our first prototype made in 2020, it was horrible,B次元官网网址� said Bosman, who has always wanted to be a fashion designer, sparked by her Grade 8 W.L. Seaton teacher Mrs. Vance.
She even worked at Fabricland, which she called her B次元官网网址渇irst learning experience.B次元官网网址�
In 2021, BosmanB次元官网网址檚 mom told her about the Enterprize Challenge for entrepreneurs. DOUBL placed third.
B次元官网网址淚tB次元官网网址檚 such a great opportunity,B次元官网网址� added Davis Williams of the DragonsB次元官网网址� Den-style competition put on by Community Futures North Okanagan.
That along with some other programs and funding have helped the friends form the business, ethically and sustainably.
Not wanting a shop overseas to create the product, they have kept every part of production in Canada.
And the bras are created with recycled products.
B次元官网网址淚t diverts one water bottle per bra from waste,B次元官网网址� said Davis Williams.
The women each still have their corporate careers as they get set for a full launch of DOUBL in February.
They encourage all those interested to subscribe to their email newsletter at doubl.ca so they can be the first to be notified once their Kickstarter 100 Program goes live at the end of January.
BosmanB次元官网网址檚 goal is to move to Toronto, closer to her business partner, and ultimately they would love to move into apparel. B次元官网网址淚tB次元官网网址檚 been a long journey to make a bra,B次元官网网址� said Bosman.
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