Why is trying on bras so annoying? The whole process of trying on,

purchasing and wearing a new bra is somehow extremely infuriating. It

should be fun. You think you know what your size is, but you know, things

change. So you try on a couple different sizes under the bad lighting in the

dressing room. More often than not, you may decide on a bra that seems ok

in the dressing room, only to find that it is the absolute worst once you get a

day’s use out of it. It itches. The straps dig into your shoulders. The

underwires hurt. No way will you try to return it now, though, because

somehow that seems embarrassing. So, now, if you are anything like most

women, a new bra sits in your dresser that you never wear. Enter ThirdLove.

ThirdLove is a company based on comfort for all women. Yes, each and

every woman. And to each, her own. That is the main ethos of the company

according to the founder Heidi Zak. Zak, who became an entrepreneur after

years at Google and Aeropostale, started ThirdLove with her husband David

Spector, wondered like many of us do, why it was so hard to find a stylish

and comfortable bra of quality, especially online.

Zak details an experience, much like the one above, saying, “I

tried on 20

bras, got one that didn’t really fit but seemed good enough, and bought

it because I needed a bra. I walked out not happy… And that was really

the moment for me. Why am I spending my money on a mediocre

product from a brand I don’t believe in? Also, why am I in a mall? The

world has changed a lot, even in the past seven years, and more and

more companies are selling products and building brands online. In

2012, you could buy a lot of products online, but there was no bra

company that made it easy to buy online.”

ThirdLove is now one of the fastest growing direct-to-consumer companies,

utilizing tech to reach and satisfy more customers. With only one brick and

mortar store, which is in Soho NYC, the company is completely online.

ThirdLove offers sizing help for their online shoppers as a service through a

series of questions to help guide their choices and sizes. The mantra of the

company realizes that each woman is individual and has a specific set of

needs. This should not be a complicated process, so ThirdLove makes it easy

for customers. They believe any woman should be able to put on a bra and

feel comfortable and worry free all day.

ThirdLove uses data and measurements from millions of real women to

create their products. Online customers can receive a recommended ideal

bra size as well as recommended styles in 60 seconds or less from their FitFinder.

They even offer half-cup sizes, wireless options and nursing and

maternity bras. Today, ThirdLove is the only company that offers half-cup

sizes. Imagine the moment when you can try on the B1/2, after struggling for

years between the B and the C cups. The truth is, most women have fit

issues with bras. ThirdLove’s website states that only 20% of women are

currently wearing the right cup size.

Zak states, “

Although producing amazing, great-fitting bras is central to

what we do, what sets ThirdLove apart from other bra companies is how

we help women find their size. Our “Fit Finder” is powered by an

algorithm developed by our data science team—which is a tech-heavy

part of our business. Fifteen million women have used “Fit Finder” to

determine their size online, which is a radically different approach to

finding size than getting measured at the store.”

The name for the company came about by creating a third option when

shopping for bras. Zak noticed that there was no option for a bra that

offered style as well as comfort – thus, a third way is created by ThirdLove:

There was obviously a real need for this on the market because the response

has been amazing. ThirdLove’s customers reach out every day with words of

praise for thFor example, the 24/7 Seamless Stripe Wireless Bra was ranked

by Real Simple magazine as the most versatile of the top 13 wireless bras –

ever, stating: ‘

This bra is a game changer as far as wireless bras are

concerned. Not only does it accommodate cup sizes A through E and feature

a full elastic one-inch band for extra support and soft, memory foam cups,

but its convertible straps allow you to wear this gem in three completely

different ways—straight, criss-crossed at the back, or halter—depending on

what you plan to wear that day.’

Zak states it best. “

You should put it on and be comfortable; you should

not have to think about it until you take it off at night. Women have

better things to do than worry about their bras.”