AI bra fitting platform Brarista links with Boobydoo to tackle barriers for girls in sport

October 16, 2025

With nearly half of UK schoolgirls saying their breasts negatively affect their participation in sport and exercise, and more than half having never worn a sports bra during physical activity, Brarista and Boobydoo are on the case.

Those numbers from the University of Portsmouth’s Research Group in Breast Health have given the artificial intelligence (AI)-powered bra fitting platform and the British activewear brand the ammunition to do something about it.

Together, they aim to “address this critical barrier to women’s health, bringing professional-level fitting expertise to the next generation of breast health shoppers”.

So by “merging advanced AI technology with expert fitting knowledge”, Brarista claims to solve the issue of incorrect bra sizing, “which affects up to 90% of consumers”.

The platform says it delivers 24/7 personalised fitting guidance, product recommendations, and bra education, and its founder Bella Trang Ngo added: “We’re witnessing a generation of girls dropping out of sport at twice the rate of boys by age 14, and breast-related discomfort is a significant factor that’s been overlooked for too long. Fashion Network