Cracking The Boob Code

Why we want to shake down the bra status quo.

It all began with a girl with a problem

Two years ago, she was getting stabbed every day. And not by a person. By a bra.

Our goal? To make the perfect formula for the perfect-fitting bra, so that you can get a one-of-a-kind bra delivered to your doorstep.

about measuring

Here’s how the Bra Theory team ensures you a perfect fit:

You’re part of the solution

Every woman deserves to be heard, to be seen, to be respected for her unique brilliance — and body. We have too many problems to solve, in the home and in the office, to have to worry about our bras not fitting.

We take a personalized approach with every client. We listen to you, learn from you, and make for you. You are our top priority.

coat hangers

Taking down “Off the Rack”

Imagine if you didn’t have to wear someone else’s bra. No generic sizes. No “settling”. The Bra Theory bra is made for you and only you.

Demystifying “Bespoke”

Traditional bespoke is a lot of manual labor, high price and high fantasy through exotic and rich fabrics.

Our bra is fit by algorithm to minimize fittings, giving you a lower price. Our fabrics focus on comfort to you.

tape measure on mannequin

Our Workstation

work bench with clothing patterns
A love-first approach.

We’re happy if you’re happy, and if you’re not ready to double down on custom, we compiled our years of research into one resource so you can learn more about getting a better fit.

A math-first approach.

Boobs are a lovely work of nature and geometry. We tap into the latter to create the perfect fit algorithm.

Is Bra Theory a Perfect Fit for you?

  1. My cup never looks quite right. There are gaps or quadboob, no matter what size or brand.
  2. I’ve never had a bra that’s comfortable.
  3. Bra sizing is wildly inconsistent, and that enrages me.
  4. I got measured by an expert, but the bra fit was still just okay.
  5. My favorite bra got discontinued.
  6. My bra is comfy but not cute. I want the best of both comfort and style worlds.
  7. Memory foam is comfortable, but it’s not doing it for me. I want natural lift, not a stretchy one-size-fits-all solution.

What Bra Theory isn’t…

  1. A bargain. Our bras are 100% ethically handmade. We won’t beat mass-produced prices, but we will outshine on comfort, quality.
  2. A sports bra or bralette. We’re more than that: coverage, support, and natural lift from special engineering. Our bras don’t feel like nothing; they feel like your supportive best friend.


Register your interest for our Beta Program in New York City.

Cost is $175 (normally $350).

What to expect:

  • Applicants must be able to visit our SoHo NYC studio in-person. (If you can’t make it in person, go ahead and complete the form and be first in line when we’re ready in your area.)
  • You’ll get rosé and cookies!
  • One measuring, one fitting, 30 minutes each
  • You’ll get the BT Bra: an algorithmically-informed custom bra made to your unique blueprint
  • Our bra is still a work in progress, so we offer a 100% satisfaction money back guarantee.
  • Your data will further #BoobScience. With each iteration, you’ll be helping us get closer to solving the problem for other women.
Join The Waitlist