ThirdLove invents new bra sizes to create stylish pieces of custom-fitted lingerie.

ThirdLove is a new service that combines the convenience of online shopping and the accuracy of in-store care when it comes to finding a bra that fits. All it takes is two photographs of your chest (assuming you're a woman) in a tight fitting t-shirt, and the app can calculate your proportions. You can even customize the bra's design before it's delivered in a silky drawstring pouch wrapped in blue tissue paper.

The app uses computer vision (which analyzes real-world objects much like the human eye) to measure a woman virtually through iPhone photographs. Even though women aren't naked when the photos are taken, cofounders Heidi Zak and Dave Spector didn't want to take any chances with privacy, which is why the app uses 128-bit encryption.

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