The Optifit system which is the first ever range of 3D-measured bras is being launched to independent retailers later this year and is the result of many years’ study and research by Sue McDonald, an experienced NHS bra fitter who regularly advises pregnant, breastfeeding, physiotherapy and post-mastectomy patients. In collaboration with consultant plastic surgeon, Atul Khanna, Sue has devised a whole new system and bra range which is designed with no underwires, relies on 3 measurements and means that the wearer doesn’t need a sports bra or there are no podgy bits (or back fat).
Sue explains: “The conventional bra is a symmetrical garment with sizing based on 2 measurements . These arbitrary formulas trace back to ‘statistically average’ mass production surveys for the ready-made clothing industry and the male chest circumference (!!), so women may present identical sizes but actually be quite different shapes … and both would be assigned to the same commercial bra size. The fashion industry doesn’t recognise three-dimensional volume – it’s no wonder thousands of women can’t find bras that fit!”.
The Optifit method takes 3 measurements with a patented elastic strap using colour, letter and number combinations to define frame, depth and volume. At the moment the Optifit bras are only available through the site where women order the guide, take their measurements and provide them to Optifit when ordering a bra. However future plans include a training programme that establishes a network of Optifit practitioners who will become ‘Clinical Optifit Practitioners’.