The Swiss start-up Myne wants to change consumption and production of clothing with personalized, customized products. The Zurich label has just launched its first bra, whose individual fit is based on artificial intelligence and digital precision production.
Perfect fit, sustainable production and no overproduction. This promises the start-up Myne from Zurich and wants to change the underwear industry. The idea: tailor -made bras, which are manufactured digitally controlled in single production and whose fit is individually determined by body scan. “Many bra brands deal with new fabrics or another intermediate size, but at myne we are convinced that the production method has to be rethought,” says Mathias Durisch, who founded the label Myne together with his wife Linda.
Both come from the sports and textile industry and have been developing new products for brands such as Leki, Uyn, Rossignol, X-Bionic and Uvex for many years. Because especially with the bra, woman is not the same as a woman, and the previous bra sizes, which are primarily based on the chest size and cup size, do not do justice to the variety of female body shapes. “We have determined around 100 measuring points that guarantee a perfect fit,” says Linda Durisch. The length and width of the upper body, the volume of the chest and how it is distributed are also taken into account.
Cooperation with Sizekick and Hohenstein
The scan and AI technology for myne is provided by the German company Sizekick and its strategic partner Hohenstein. The scan process is very simple: Register with the smartphone in the MyNE shop, click the “Measure now” button, follow the instructions, and the exact body dimensions of the woman are recorded in a few seconds via the camera function. The customer should best wear bra and tight -fitting clothes such as leggings for the scan. The face is automatically pixelated and together with the identity of the customer only in the form of measurement data outside the web shop environment on servers in Switzerland. On it, Linda attaches great importance so that the customer can feel safe on the inside. The AI-based system then compensates for the anonymized data with an extensive data record.
Digital production
For production, Myne has teamed up with the German entrepreneur Hans R. Bauer and his company New Textile Technologies. Bauer has co -developed the BHS and has it produced in Croatia. The company-owned technology enables flexible and durable silicone layers to be applied that are used in sports and medical textiles. Production is also largely digitized. A silicone lane is applied to the fabric based on the determined body dimensions, which on the one hand defines the edges of the bra and also serves as a support element on the other. “We reinvented the bracket, so to speak,” says Linda Durisch. The volume is then incorporated into the baskets by two metal balls extend the fabric precisely and thermofixed. Sewing work was reduced to an absolute minimum. The whole process is largely automated via robot.
BHS up to size 90d are currently possible. It would also go bigger, but the machine that you have to imagine is not yet designed. Production takes about two weeks, plus the postal route.
Goal: think new consumption and production
“We don’t just want to sell another bra: we want to change the way women experience lingerie,” says Linda Durisch. Myne wants to solve fit problems and make the BH purchase more pleasant, but also reduce overproduction and strengthen production in Europe. Linda Durisch: “Everyone is talking about producing more on site. We are ready!”
For myne, the bra is only the beginning. For the start, Myne deliberately chose the most complex women’s product and invested for around two years until the process was right. Other products that are made precisely with the help of body data should follow. Myne is already working on the development of bathing clothing. “It is important that the product is not subject to a strong trends,” she says. Otherwise you would have to bring new models to the market too quickly, which would affect effort and price. It is also clear to the BHS that further models will soon be added, for example with wider providers and other neckline forms. At the moment myne is limited to a model, a type of fabric and offers it in different colors.
So far, the sale has been carried out exclusively via your own shop, cooperations with the trade have not yet been planned. But a lot is conceivable. “Perhaps in the future there will be shops or pop-ups where you can see and touch our products, maybe where they are produced on site. We are open to everything,” says the entrepreneur.
