Slipping straps, digging bands, pressure points – for decades, the bra has been considered a necessary but often uncomfortable garment. The ntv Startup Magazine reports on how MYNE is tackling precisely this problem and reimagining the bra using artificial intelligence and custom tailoring .
Underwire or not, cup shape, straps, material: for a bra to fit really well, many individual factors have to be just right. But many off-the-rack versions pinch in one place or another. The startup Myne wants to change that.
The ntv report explains that the basic shape of the bra has hardly changed in about 100 years . MYNE takes a different approach: Instead of standardized sizes, the product is based on individual body data. Measurements are captured using a body scan and then processed by AI – from fit to construction.
Custom-made using AI
MYNE's approach combines technology with an everyday need. AI takes over the adjustment process, which until now was either impossible or only possible with great difficulty. The goal is a bra that adapts to the body – not the other way around.
A glimpse into the future of everyday products
The feature in ntv Startup Magazine places MYNE within a new generation of startups that question familiar products and advance their technology. The central question of the article: Does this mean uncomfortable bras are finally a thing of the past?
About MYNE
MYNE went live on March 8, 2025. The Swiss start-up combines modern technology and AI with sustainable, robot-assisted production – with a clear mission: to help every woman find a bra that truly fits.
About the founders
Textile engineer Linda and industrial designer Mathias Durisch are not only a well-coordinated team professionally, but also personally – as a married couple and parents of three children in Zurich. Linda and Mathias are experienced product developers whose agency, Innovation Unit, has already worked for brands such as Leki, Victorinox, Red Bull, UYN, Rossignol, X-Bionic, and UVEX.