Aarthi Ramamurthy and Michelle Lam left Microsoft to start their own company -- one that would use computers to generate the perfect bra for every woman. They started by getting rid of the measuring tape:

“We went to bra fitting after bra fitting and spoke to experts, and the best ones didn’t use measuring tape,” Lam

said. “They had these unwritten rules where they could look at a woman’s body and say, we think this would be best. We were able to take these rules and distill them into code.” [...]

The algorithm then produces a page of custom recommendations and allows shoppers to choose three bras to test, while the True & Co. experts choose two “mystery” bras based on the customer’s answers to the quiz.

These five bras are shipped for free so women can try them on at home and decide what works. Everything on the site is priced at $45, including high-end brands like Calvin Klein and Natori.

Link -via Gizmodo | Photo: Tracy Hunter