XX in Tech

Hack Your Rack: We Tested the Top Bra Startups So You Don’t Have To

(Christie Wright, Observer Art Department)

Bra shopping is rife with first world-problems like shoddy sizing and pushy salesladies. And where there’s a first-world problem, you can bet there’s a tech startup trying to disrupt things.

After hearing about three bra startups in a row, I set out to see if a tech company could actually get a handle on my band width. It may seem strange to leave such an intimate issue in the hands of the tech industry. But keep in mind that tech types are already poking their noses into matters of defecation, baby-making and sexual prowess.

Nothing is too intimate when you’ve got the right algorithm. Read More


The App That Turns Your Selfies Into a Bra Size Is Now Available to the Boob-Having Public

Fresh Kate Middleton blowout not included. (Screengrab: Thirdlove.com)

Many women can recall their first bra fitting. Perhaps, at 10 years old, your mom dragged you to Macy’s. Perhaps a crotchety old saleslady pulled a threadbare tape measure taut around your newly formed bosom. Perhaps she then screeched out, “Nearly A!” to the entire second floor of Macy’s, and you were never able to visit that store’s intimates department without PTSD-like flashbacks ever again.

Or, maybe your bra-buying experience has only gone so far as to be mildly inconvenient. But these days, where there’s a mild inconvenience, there’s a cottage industry of tech startups looking to disrupt the whole thing, so bra apps are fully developing left and right. One such startup, ThirdLove, incorporates selfies into the bra-fitting process, because sure why not, and it just came out of beta to become available to breast-and-iPhone-havers everywhere. Read More

Disrupt This

App Creators Want You to Send Them Pics of Your Boobs, For Science

(Photo: ThirdLove)

Scientists. When they’re not busy creating glow-in-the-dark rabbits or telling you you’re ugly, they’re tackling some of the world’s most complex problems, like which boob harness is right for you.

Fast Company reports that a new startup called ThirdLove is using technology developed by a NASA scientist to determine a woman’s proper bra size. And unlike the uppity Victoria’s Secret employees, with their cold hands and tut-tutting demeanor, the app doesn’t need anything from you but two boob selfies (you can wear a tanktop!), which frankly you probably already have stored in your camera roll anyway. Read More