In an exclusive interview, Jessica and Bryn reveal how DOUBL uses cutting-edge 3D scanning and AI technology to create bras that fit like a second skin, addressing a lifelong trade-off between support and comfort. They highlight DOUBL’s eco-friendly practices, from on-demand manufacturing to water-conserving sublimation printing, reinforcing the brand’s commitment to sustainability.
Jessica Bosman, Co-CEO and Chief Operating Officer
Jessica Bosman holds an Honours in Business Management from the Ivey Business School at Western Ontario. After graduating she spent 2 years working as a buyer for luxury eCommerce retail company SSENSE in Montreal. She then moved to Vancouver and worked across a number of other retail companies as a Senior Merchant including Oak + Fort, Mountain Equipment Company and Herschel. Across these experiences she was able to hone in on end to end product development, margin management, merchandising, and forecasting. Jessica lives in Kelowna, BC.
Bryn Davis Williams, Co-CEO and Chief Marketing Officer
Bryn Davis Williams holds an Honours in Business Management from the Ivey Business School at Western Ontario and a Bachelor of Arts Honours Specialization in Psychology. She has spent her career at Fortune 500 company, Unilever, working as a brand manager across a number of household brand names like Ben & Jerry’s, Vaseline, Dove, and Degree, controlling hundreds of millions of dollars in marketing spend. She brings experience in P&L management, omni-channel marketing communication, media planning, website design, and agency management. Bryn lives in Toronto, ON.
What inspired Jessica Bosman and Bryn Davis Williams to start DOUBL, and how did your shared vision for empowering women and challenging traditional sizing norms influence the development of your made-to-measure bras?
Bryn: As co-founders and best friends for over a decade, Bryn and I came up with the idea for DOUBL out of a frustration with how women were forced to “grin and bear it” when it came to bras, and we were fed up with the lack of innovation in women’s products. We dreamt of a world where all women were confident and in love with their bodies, no longer feeling the need to contort themselves to fit into pre-determined sizes and letters. We desired to solve this issue and bring the fashion industry closer to our dream and as a result, launched DOUBL. DOUBL uses 3D measurement technology and the latest innovations in AI-powered pattern-making software, to offer the world’s first made-to-measure bra online. We believe bra discomfort shouldn’t be one of the thousands of things women think about daily. Most bra companies also continue to be owned and operated by men, something that inspires us to bring forward a better solution.
DOUBL uses AI technology to create bras tailored to individual measurements. Can you explain how this technology works and what makes it different from traditional bra manufacturing processes?
Jessica: Traditional bra companies that rely on generic sizing charts which only use two horizontal measurements to bucket women into the closest size. To try and make these sizes work, bra companies have resorted to stretchy material in bralettes which are comfortable but not supportive, or they make bras with wires and foam padding which are not comfortable. To make a supportive but also comfortable wireless bra, we use 3D scanning and AI-fitting. This allows us to create fully custom, made-to-measure bras that fit each woman’s unique size and shape like a second skin. With our app, women can capture their measurements in under a minute from the comfort of their home—fully clothed and with no need for photos. Then we use AI to tailor each bra to every customer’s measurements: each breast individually, their back and their shoulders. Many women have been experiencing this problem of choosing between support or comfort for their whole life! DOUBL bras’ support comes from the curve-hugging fit of a bra made just for you, no need for uncomfortable foam and wires.
Securing $10,000 at Futurpreneur’s Growth Accelerator pitch competition is a significant achievement. How do you plan to leverage this funding to further your mission of boosting women’s confidence and promoting body positivity?
Bryn: Receiving this funding was a game-changer for us at DOUBL! We have recently pivoted to focus on women in midlife, those experiencing symptoms of perimenopause and menopause. We will leverage this funding in our upcoming photoshoot focused all on women in midlife. Many women feel cast aside during this stage of life, rarely depicted in ads, and left with few clothing options that reflect their personal style. The conversation around body positivity so often excludes aging bodies, and if women in midlife are featured in ads, they lack diversity of body types and race. We couldn’t be more excited to showcase the uniqueness, beauty, and vibrancy of a diverse range of women in our upcoming photoshoot at the end of November. We’re committed to ensuring these women feel seen and valued, empowering them to continue living vibrant lives while providing them with bras that won’t hold them back.
As a women-owned and eco-friendly company, how does DOUBL incorporate sustainability into its manufacturing processes, and why is this important to you and your customers?
Jessica: With 92 million tonnes of textiles waste produced annually, we are determined to do better. By producing bras on demand and using materials salvaged from rare returns, we avoid the landfill waste caused by excess inventory. Our use of sublimation printing not only conserves water—significantly reducing our impact compared to traditional methods—but also ensures that the only waste produced, sublimation paper, is recycled. This also improves the lives of the workers, as they will not breathe in toxic fumes. Creating a more sustainable future for fashion is at the heart of our business. In a world of fast fashion and a rapid trend cycle, we are committed to creating pieces that stand the test of time and are made with you in mind. We know the fashion industry cannot go on as it is forever and we are determined to make a change. Our customers value products that are made to last and outlive trend cycles, quality far outweighs quantity in their eyes and helps them to make more sustainable and ethical choices.
Looking ahead, what are your goals for DOUBL, and how do you envision your innovative approach to bra manufacturing influencing the broader fashion industry?
Bryn: We have a strong vision for DOUBL to lead the way in size-free apparel and truly usher in a new era of manufacturing and clothing shopping. To continue to drive size-free apparel as the industry standard we will expand into underwear, pants, shirts, and blazers. Every piece will continue to be made-to-measure, ensuring a perfect fit and design that is as flattering as it is comfortable!
