Maddi's
Journey
Founder
When everything started
Post-Explant
The Turning Point
Post explant surgery
bandage
After years of unexplained chronic gut issues, Maddi reached a point where she needed answers. She spent more than three years undergoing tests, yet nothing explained why she was so unwell.
Through her own research, Maddi discovered Breast Implant Illness (BII). She had never experienced issues with her implants; they were 20 years old, and she genuinely loved them but she made the decision to explant.
Within half an hour of surgery, her body changed dramatically. She went from a full C cup that suited her frame to an AA cup, and a body she didn’t recognise.
The physical change was immediate. The emotional impact took longer to process.
July 2025
A New Problem
I Didn't Expect
girls section at Kmart
2 days post explant
kill me with these
crap inserts
Before explant, bras had never been an issue. For 20 years, Maddi lived in soft bralettes; no hooks, no wires, no discomfort. Support was never something she had to think about. Everything simply worked. After explant, nothing did. She needed a bralette that was: AA cup, Medium band (size 12–14), Comfortable, Wire-free and Hook-free. It didn’t exist.
Every option assumed that if your band size increased, your cup size must increase too. The industry was rigid. Inflexible. Built on outdated assumptions about women’s bodies. For the first time, bras became a daily frustration.
July 2025
The Realisation — It
Wasn’t My Body
Very quickly, something became clear:
Her body wasn’t the problem.
The bras were.
The lingerie market is largely built on the idea that cup size and band size grow together.
But real bodies don’t work like that. Women lose weight. Gain weight. Explant. Breastfeed. Age. Get sick. Heal.
And yet, bra sizing barely moves.
“I couldn’t find a bra that suited my chest and my body.
That frustration planted the seed for iddy.”
September 2025
I Wasn’t Alone
She started talking about it.
Women responded.
By December 2025, the iddy Biddy Tiddy Committee community had grown to over 2,453 women, all sharing versions of the same problem:
- Bodies that didn’t fit standard sizing
- A desire for comfort without compromise
Different stories. Same frustration.
iddy stopped being a personal problem and became something much bigger.
December 2025
Learning the Industry
Drawing my perfect bra
Maddi’s frustration was so intense that she decided to build her own bra.
She began working with a professional bra designer.
Maddi started learning the lingerie industry from the inside:
How bras are designed
What factories can and can’t do
Why comfortable bralettes are surprisingly hard to manufacture
How limited the industry is when it comes to accommodating different cup-to-band ratios
She also began working with overseas factories, learning, asking questions, making mistakes, and understanding just how much education is required to do this properly.
The limitations were frustrating. But they also confirmed something important:
This problem hasn’t been solved because it’s been avoided — not because it’s impossible.
2026
What we are
building now
Right now, iddy is in the build phase.
Our goal for 2026 is to launch our first bralette:
Designed specifically for iddy-biddy boobs
That also accommodates women of all sizes around the waist
Comfortable, wire-free, hook-free
Built with real bodies in mind
This first piece is just the beginning.
From there, our vision is to create a full range of bralettes that decouple cup size from band size, allowing women to find bras that actually suit their bodies.
Why Iddy exists
It was created to solve a problem.
One that thousands of women quietly live with every day.
And we’re only just getting started.
Help us get this right
Be first to wear it
