British startup creates individually tailored bras

A pair of budding entrepreneurs from Newbury, Berkshire, are challenging the mass-manufacturing norm by launching a made-to-measure bra company in an attempt to combat the discomfort of ill-fitting lingerie.

Simon Taylor and Debi Richens, through their website fitelle.com, are offering a bespoke bra service through which they visit clients at work or home to take measurements, then create a toile and finally deliver a perfectly tailored bra.

“Every bra is comfortable, stylish, and conforms to each client’s unique size and shape. Clients are given a ‘lift’ that is tailor made,” the company states.

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The start-up company is still relatively small, and caters only to the Newbury area, but hopes to scale up its production capability over the coming months, its founders said in an interview with Lingerie Insight that will appear in the February issue.

 

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