Yes. 80% of women don't wear the correct bra size and very often women are afraid to ask to the shop assistant because it is a very intimate situation. At the same time, most of the high quality bra brands show themselves as luxury lingerie, but all women deserve a high quality bra for daily occasions. That's why we wanted to create a brand that women feel like a very close friend, the one you can talk about anything with (including your boobs). 

Ms.Chief (from Mischief) is an online brassier shop with a friendly and happy-go-lucky attitude that helps you to find your perfect bra. The first step is to answer some questions from a quiz. The result of the quiz is a category named as a fruit depending on the size and shape of your boobs, and some tips for more comfort.

Once you have bought the product and arrives at home, you'll find a gratitude letter, a patch with your fruit size printed and a QR code that takes you to a Spotify list designed for creating a happy mood while you are fitting your new bra.