your biggest bra revolution questions, answered.

who we are

  • under+beneath is a circular apparel operating system — a 3-sided platform that coordinates bra wearers, SME manufacturers, and bra retailers through a shared fit intelligence and data orchestration layer.

    in simple terms, we make custom-fit bras in the same country as the consumer — connecting local bra-makers with surplus fabric to create bespoke bras through an entirely digital fit process.

  • bra sizes haven’t changed much in the last hundred years, and this static size chart has resulted in 80% of people wearing the wrong size bra. a fact that leads to daily pain and discomfort.

    at under+beneath we are saying enough is enough. now is the time for bras that are actually made to fit our bodies, not an imagined ideal.

    we want to revolutionise the bra industry; transforming the fit process, production, and supply chain. we’re starting with our own brand—offering custom-fit bras crafted from surplus fabrics in the same country as the consumer—but hope to expand to offering B2B services, allowing us to truly enact change across the intimate apparel industry.

  • bra wearers currently have three options: guess online using a size chart (high return rate, low satisfaction), go in-store for a professional fitting (time-consuming, geographically limited), or use a brand's fit quiz (style matching, not true fit).

    none of these solve the core problem — that bra fit is determined by more than just two measurements that generic sizing accommodates for. under+beneath operates at the level of precision for the individual, taking into account their individual variables entirely digitally, and then produces to specification rather than recommending from stock. this allows them to get ultimate custom-fit.

    the key distinction is we make for our customers, based on their precise measurements, as opposed to buying from factory and fitting them in standardised model type.

  • bra-wearers: everyone who wears a bra deserves one that fits.

    80% of bra-wearers are wearing the wrong size bra, leading to daily pain and discomfort.

    with under+beneath you can forget the struggle of finding a size that works, and get a bra made to fit you.

    SME manufacturers: everyone who makes clothes deserves access to regular, satisfactory work within their own locality.

    local manufacturing is dwindling, and it pains us to see local talent being under-utilised. with under+beneath SME manufacturers can receive consistent one-off orders with faster payouts, as well as access to digital upskilling focused on sustainable manufacture.

    bra retailers: every bra brand should be able to create better-made, sustainable products that provide true fit satisfaction to their customer.

    whether you’re a budding bra brand in need of bespoke sizes on top of a limited size range, or an established retailer looking to onshore a selection of SKUs, under+beneath can support you as you transition towards a more sustainable and size-inclusive supply chain.

our tech

  • our fit profile is a new way of calculating bra size, in order to create a truly bespoke bra pattern custom-fit to each person’s unique measurements.

    it is a guided measurement process where you input a selection of bust measurements to build out your unique profile. this fit profile can be updated and amended in line with how your body changes over time.

    it goes beyond a standard bra size calculator to account for cup shape, size, and density, as well as custom underband and strap lengths.

    you can build your own fit profile here.

  • once our bra-wearers have completed their fit profile we take their unique measurements and apply it to our bra pattern through a series of digital alterations.

    our under+beneath fit algorithm ensures that the bra pattern is resized to the user’s exact measurements, before sending the pattern to a local manufacturer to be made.

  • as we launch with a selection of Beta testers we are still iterating and perfecting our fit algorithm, to ensure that it works for a wide variety of shapes and sizes. we welcome any feedback and suggestions for improvement, to enable us to build out the best fitting experience that we can.

    you can rest assured that we have tested our fit process internally and, if your bra doesn’t fit, you can return it (for free!) for alterations with one of our local manufacturers.

  • we’ve been asking ourselves the same question! the bra industry is screaming out for change but its complaints have largely been ignored. that is, until now.

    four key factors are converging:

    • EU textile regulations are coming into force, meaning that brands will be held accountable for their production. our on-demand, reduced-waste order system and digital product passports respond to this.

    • tariff disruption and import delays due to geopolitical risks have pushed brands to want to onshore production. our regional hubs of trained manufacturers offer a perfect solution.

    • digitally-enabled body-morphology processing is only now becoming viable at scale. our fit algorithm capitalises on this and creates a tool tailored to the unique requirements of bra fit.

    • bra wearers are tired of ill-fitting bras and a frustrating shopping experience. our custom-fit process takes that stress away. we guide them through a fit profile journey, then they receive a perfectly fitting bra. gone are the days of awkward in-person fittings, hours spent trawling shops trying to find your size, or ordering multiple sizes online only to return the majority of them.

    at under+beneath we believe that it’s possible to make better bras for people and planet, with less stress and less waste.

our mission

  • we dream of under+beneath becoming the default for bra production across the intimate apparel industry.

  • the UK is under+beneath’s home, so it makes perfect sense for our journey to begin here.

    the UK has long-standing ties to the lingerie industry, with copious amounts of local talent lying dormant. we’re tapping into that wealth of knowledge to revitalise an onshored supply chain and create a new era for local bra production.

    from a business perspective: the UK also has a very diverse market of bra-wearers, a mature DTC infrastructure, and a consumer culture that is vocal online about fit frustration, giving us organic community distribution.

    all of this makes it the ideal market to prove our model before expanding to the EU and beyond.

  • expansion of under+beneath requires the creation of a regional hub—comprising of local manufacturers capable of producing our bras—in each new country. meaning it will be a mindful process moving forward.

    we’ve set our sights on Portugal as our first EU expansion, but we’d also love to hear from you about where you’d like to see under+beneath to grow to.

    if you’re a bra-wearer wanting under+beneath to establish in your country fill in our waitlist sign-up here.

    if you’re an SME manufacturer who wants to be part of a future under+beneath regional hub apply here.

our fit profile

  • our fit profile is the first step towards our custom-fit bra process.

    it is a guided measurement process that takes 13 measurements from across your chest—along with a couple of questions about shape and support—to generate a custom fit profile that is completely unique to you.

    start building your dream bra here.

  • standard, off-the-rack bras are mass-produced overseas using generic, one-size-fits-most patterns. we do things completely differently!

    the £89 price point covers the creation of a digital pattern unique to your specific Fit Profile, ethically sourced sustainable fabrics and componentry, and fair living wages for the highly skilled garment workers right here in the UK who cut and sew your bra by hand.

  • because every bra is made entirely from scratch, we operate on a pre-order basis to eliminate textile waste.

    our early-access Fit Profile users get access to an exclusive spot in our first production.

    • today: a £49 deposit secures your spot in our production line and allows us to purchase the premium, sustainable materials required for your specific measurements.

    • later: the remaining £40 balance is only charged right before your bra officially enters the workshop for production

  • we aren't pulling a finished bra off a warehouse shelf!

    we use your Fit Profile data to create a bra made in your country, to fit your body. by gathering your measurements first we guarantee that your pre-ordered bra will fit your flawlessly.

    worried about your body changing? we’ll give you a heads up before your bra goes into production, giving you chance to check or update your unique Fit Profile.

  • unlike fast-fashion brands that rely on massive markups to cover huge advertising budgets and unsold inventory, we run a zero-waste, made-to-order model.

    after paying for premium materials and fair UK labour, every remaining pound goes directly into keeping our independent business running: paying our small team and powering the technology that makes your unique Fit Profile possible.

  • to be completely clear: our Fit Profile is only the first step towards our bras being available to sell. our bras aren’t ready quite yet.

    once our pre-order window closes and your final £40 balance is processed, your bra will enter our UK workshop.

    we will keep you updated every step of the way, from the moment your fabric is cut to the day it ships to your door!