We think we’ve seen it all when it comes to bras — some can detect cancer, some can hold an iPhone, some can tweet for you. But when it comes to support for your ladies, the end-all-be-all of undergarments that actually fit might be here thanks to Fitesse.

Developed by the rad woman behind Fashion First Aid (thank you for fixing our VPLs, gaping button-downs and more), Fitesse is a bra company that is saying buh-bye to the standard, old-school system of cup size and rib-cage width. Fitesse aims to provide a better fit with five measurements of your girls: girth above and below each, the volume of each and the space in between. Each cup is categorized by fruit (hehe), ranging from blueberry to watermelon.


Founder and chief inventor Kim Castellano (who proudly reveals she’s size grapefruit, XS, no space) hopes to provide women with the power of choice, considering we’re all different sizes and shapes, even when it comes down to individual cups on a person. You can choose colors and back straps as well — all for $40. A special measuring tape is available free by mail to make your measurements, and free shipping and lifetime free support via Google Hangouts is available.


The bras start shipping June 15. Make sure to get one of the first ones by supporting their Kickstarter campaign here.

What’s your worst gripe about your current bra? Tell us in the comments!