In 2018, Missfits was hatched because we were tired of wasting time and money on bras that don't fit.


A bit of digging revealed why this was the case: size is the only tool we have to search for bras today, yet it's an archaic one. Modern-day bra sizing was developed in the 1970s, and since then, non-standardized implementation of the system, changes in women's morphology and preferences, and new textile innovations have rendered this system all-but obsolete.

It's no wonder then, that bra shopping has become a ubiquitous challenge. For a garment that's meant to shape and support us as we move through different life stages, from puberty to pregnancy, from mastectomy to menopause, we believe there's a better way to find bras that fit.


We're a team of designers, techies, and dreamers, and we come to work each day believing that with the power of community, technology, and curiosity, we can create a world where women feel confident and comfortable throughout the day.

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For women, by women.

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