Made-To-Measure Disruption
Kelowna-based DOUBL is taking on one of retail’s most persistent—and painful—problems: poor fit. Nearly 8 in 10 women are failed by standard sizing, leading to discomfort, disappointment, and billions in returns.
DOUBL’s solution? Scrap sizes altogether.
The women-led startup has built TAILOR, a proprietary AI engine that turns smartphone body scans into custom-fit sewing patterns. No measuring tape. No guessing. No returns. Their first product—a made-to-measure bra—has already generated over $50K in organic sales, with zero refunds and a 40% repeat purchase rate.
Returns cost the global apparel industry $743B annually. By producing garments on demand and eliminating sizes entirely, DOUBL is flipping the script on traditional manufacturing. Their tech-enabled model promises less waste, better margins, and clothes that actually fit—laying the foundation for a new, size-free fashion future.
Built to Fit, Ready to Scale
What They’ve Done: Since launching in 2020, DOUBL has spent over three years in R&D to reimagine fit from the ground up. They’ve filed trademarks, built and tested a manual version of their AI engine, and secured more than $250K in non-dilutive funding. Their 2024 Kickstarter campaign hit 325% of its goal, resulting in 300+ bras shipped and a 40% repeat rate.
They’ve been featured in Forbes, CTV News, The Skimm, and Katie Couric Media, and were selected for the prestigious NEXT AI program and Vector Institute. Now in the midst of their pre-seed raise, they’re preparing to launch the fully automated version of TAILOR and expand their product line to include custom-fit underwear and an upgraded, seamless bra.
Why NVBC: DOUBL entered the 2025 New Ventures BC Competition, presented by Innovate BC, to connect with top-tier mentors and early-stage investors who understand bold, high-impact ventures. For a women-led startup scaling a breakthrough retail technology, NVBC offers the visibility, credibility, and guidance needed to accelerate growth.
Up Next: The team is focused on scaling TAILOR across product categories to automate personalized production at scale. New offerings—including seamless basics and in-person “Scan & Shop” retail activations—are designed to boost repeat purchases and conversions. As they continue fundraising, DOUBL is also securing distribution partnerships with platforms like Hot Flash and HealthyHer to expand their reach within the midlife women’s market.
Rewriting the Rules of Retail
For DOUBL, the biggest breakthrough wasn’t in the tech—it was in the listening. By staying obsessively close to their customers, they uncovered a powerful insight: midlife women are an overlooked, underserved market ready to pay for products that actually fit. That insight shaped everything—product design, messaging, and go-to-market strategy.
Now, DOUBL isn’t just building a better bra—they’re reshaping the retail model itself. One that ditches standard sizing, eliminates waste, and prioritizes personalization from the start.
But above all, DOUBL is about how clothes make you feel. As one customer put it: “It feels like a hug, not a bra.” That feeling—comfort, confidence, and true support—is what DOUBL is scaling. And once you experience it, you won’t want to go back.
Meet The Team
Jessica Bosman, Co-Founder
Fun Fact: Jessica’s first language was Dutch.
Bryn Davis Williams, Co-Founder
Fun Fact: Bryn has completed two full marathons.
Company Cheatsheet:
City: Kelowna
Founded: July 3, 2020
Sector: Proprietary AI-driven fit engine: TAILOR
