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Women-led startup The OneTwo launches its tech solution to bad bras

The OneTwo is an online custom underwear startup that fits women in bras of the right size. Their research shows that 80% of women experience discomfort from the bra they wear.

They provide a technical solution to solve this problem and are on a mission to disrupt the global bra industry is expected to be worth $46.5 billion by the end of 2031.

The fashion technology platform is backed by prominent investors including Antler Venture Capital and angels from Atlassian, McKinsey, Airbnb and Who Gives a Crap. They have also partnered with the podcast – Lady Brains.

Co-founders Margo Balch And Maria Golushko, bring a wealth of experience in technology, e-commerce and fashion. Margot was part of the original team that launched The ICONIC, while Maria previously co-founded a New York-based e-commerce fashion company.

Their story began with a Kickstarter campaign that raised $100,000 in sales in just 30 days from women eager to experience the tailored offerings.

That’s what OneTwo found 77% of women say they don’t feel comfortable in their bra, and 72% have problems with their bra straps falling off or getting dug in.

Balch believes most women suffer in silence when it comes to the comfort of their underwear.

The two women try to change this by applying their new technology-driven solution: an online fit algorithm, providing wearing tips and better size diagnosis to select more comfortable underwear.

“I strongly believe in the power of technology in solving complex problems. It is disappointing that 77 per cent of Australian women experience discomfort, including neck, back and chest pain,’ Balch said.

“That is why we have spent the past two years working on an innovative technological solution that combines the best of both form and innovation.”

After months of wearing, they’ve optimized the fit and comfort of their bras to ensure women have the best possible fit.

Co-founder Maria Golushko believes they are, in a way, building their own data ecosystem, and that women across the country are contributing to solving the problem.

“I am also proud to be a female-led start-up with our combined experience in fashion, e-commerce and customer experience. Typically, traditional bras and most tech fashion start-ups are led by men, which seems counterintuitive, but may be part of the reason why the industry is such a mismatch with what Australian women need. she said.

The OneTwo prioritizes sustainable practices in their business, from production to packaging. They use a proprietary fabric made from a by-product of organic cotton production that would otherwise be thrown away and processed sustainably, resulting in a breathable, sweat-wicking, cool-feeling fabric.

This innovative approach helps them to create a high-quality product without compromising on sustainability.

The organization also wants to make sure it gives back to women in the community. The name The OneTwo comes from their commitment that for every bra sold, two pairs of briefs will be donated to women fleeing domestic violence.

  • Key Facts:
    ● 8 out of 10 Australian women are wearing the wrong bra size
    ● 77% of women say they also feel uncomfortable in their bra
    ● 72% have problems with their bra straps falling off or getting caught
    ● 40% of women say they really feel pain when they wear their current bra
    ● After using the OneTwo virtual fit concierge, 84% of women changed size

Shreya has been with australiabusinessblog.com for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider australiabusinessblog.com, Shreya seeks to understand an audience before creating memorable, persuasive copy.

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