Sign in to view
member only content

Regular readers of Springwise may remember Shoefitr, the site that recommends new shoes to runners based on their favorite pairs from the past. Now brayola is setting out to do something similar for bras, with a free platform enabling women to anonymously recommend their favorite bras to others in order to receive recommendations in return. Each customer visiting the brayola website is given a ‘brayola drawer’ — a virtual space where they can enter their bra size and list their favorite bras by brand and model. Searching only among members with the same bra size as the visitor, brayola then scans for other ‘drawers’ on the site containing a similar collection of favorite bras. Using these, the platform can then recommend new bras to the visitor, along with links to Bare Necessities and Amazon from which women can purchase the recommendations. According to the startup’s statistics, 10,000 women have already created a ‘brayola drawer’. While recommendation engines have been helping customers on a wide range of e-commerce sites for some time now, brayola is targeting a particular area of the fashion industry it believes is in need of help. Now that we’ve seen the crowds used to help design garments, trade items among themselves, and recommend good fits, how else could the power of the collective brain be tapped to improve elements within the world of fashion? Spotted by: Murtaza Patel