It all started when our founder noticed something peculiar about bikinis…
“While relaxing on holiday one summer, I noticed that everyone’s bikini tops seemed to fit rather nicely, while their bottoms seemed all over the place. Some bums looked squeezed into the bikini bottoms, while others had far too much fabric or uncomfortable looking wedgies.
This got me thinking… why is this the case?
Bras have long had 2 size identifiers: A number (e.g. 32) to indicate the chest circumference, and a letter to represent the cup size (e.g. B)
But for undies, we still rely on a few single size identifiers (e.g. S,M,L..). Given that our bottoms have the same elements of circumference and curvature as our tops, this almost guarantees ill fitting knickers. After surveying many women, I realized that this wasn’t just an issue for me, but an unfortunate reality for a surprisingly large number of other women too, and there was no other existing underwear addressing this issue.
I then decided to launch CYA to put women’s unique bodies at the center of the product design.
I can’t wait for you to give them a try!”
- Kirtika Challa, CYA Founder
“Undies are often too small on the waist and too baggy on the bum!”
“My super flat ass always ensure I get wedgies”
Meet the Team
We are a small but growing team that is excited to bring a mix of business acumen and fashion innovation to the underwear sector!
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Founder and CEOKirtika is originally from India and has lived in the US, Paris, Lagos, Tunis and now lives in London. Kirtika has an MBA from the Wharton School of Business and has always enjoyed designing and making her own clothes (including the one in the photo above!).
Kirtika has spent 10+ years working as an advisor working with companies and investors across 20+ markets globally to help them in their business plan, strategy, and fundraising, and knows what it takes to make a business work.
