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For the first time each part is individually manufactured with the help of a precise smartphone body scan and robotics production. Founder Linda Durisch not only frees breasts, but also makes a declaration of war for the fashion industry.
The Swiss startup MYNE wants nothing less than one of the oldest systems in the fashion industry abolish: standardized bra sizes. Founded in 2025, the fashion tech company from Graubünden develops individually manufactured bras based on AI-supported smartphone scanning, algorithmic cutting design and automated on-demand production. Instead of pressing women into rigid size categories, the product at MYNE adapts completely to the body for the first time.
Behind the idea is the textile engineer Linda Durisch, who has been dealing with fit technology for more than 15 years – and together with her husband Mathias Durisch has built a scalable technology company out of an everyday frustration. At first glance, the idea seems surprisingly simple: Why have women accepted for decades that a garment they wear every day squeezes, slips or cuts? For Linda Durisch, it was precisely this normalization that was the decisive point at some point. “Many women believe that their body is the problem,” she says. “The system just doesn’t work.”
The global bra market is still based on standardized size grates created almost a hundred years ago — developed for industrial mass production, not for individual body realities. The problem often begins before the purchase: Many women do not know their bra size exactly. And even where a size is supposedly right, it says little about the actual fit. Because two women with the same height can have completely different body shapes, proportions and needs. For Durisch, this is more than a comfort problem. It is a structural error of thought.
“Many companies have tried to develop individual fits,” says Durisch. “But they never rethought the production process itself.” This is also evident in product design. Even the classic metal bracket was questioned. Instead, MYNE works with flexible lines, the “Custom Silicone Frame”, which takes on hold and shaping without creating rigid pressure points. As a result, the bra becomes less corset than a movable second skin. But the longer you talk to Durisch, the clearer it becomes: MyNE is about much more than underwear. It’s about an overdue change of perspective: It’s not the customer who has to fit the size. The product must fit the body.
