Bra Startup True&Co Launches Simple Intimates Line Based on Lots of Boob Data

The never-ending bra fit challenge gets even more scientific.
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Dhani Mau
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The never-ending bra fit challenge gets even more scientific.
Photo: Courtesy of True&Co.

Photo: Courtesy of True&Co.

True&Co launched in 2012 as one of a few e-commerce startups hoping to revolutionize how people shop for bras. And Tuesday, it's taking that concept a few steps further.

The site offers a variety of tasteful and often affordable bras and panties. You can browse and shop them as you would any other e-commerce site, or you can take a quiz about your fit and sizing preferences, and you'll be offered a selection of products the site's algorithms think will work best. From that selection, you can pick out five bras to try on at home, and send back whatever you don't want to keep, at no cost. True&Co sells third-party brands like Eberjey, Honeydew, DKNY and more, as well as its own in-house lingerie line, She Walks in Beauty (+ Light), which makes up 25 percent of its sales.

TrueSpectrum

TrueSpectrum

Now, True&Co is introducing a more specific fit system and simpler, more casual line of essentials that is very up our alley.

Founder Michelle Lam and her team used the data they've been collecting from the over 500,000 women who have taken their quiz to create TrueSpectrum: a literal spectrum color wheel from which each customer can determine her personal boob shape. For instance, if your boobs are shallow in shape and heavier on the sides, you are the fairly rare "chartreuse." While True&Co's data identified more than 6,000 body types, there are only eight colors on the wheel, which combine your curve and position combinations with your standard bra size (ex. 32B) to determine what bra shapes and styles you should be buying.

Photo: Courtesy of True&Co

Photo: Courtesy of True&Co

In addition to fit, the company has also been able to collect valuable data about taste. So alongside TrueSpectrum, True&Co has launched Uniform, an in-house line of 15 "essentials." The bras, panties and loungewear separates are all light, super soft (I've felt them myself) and come in "elevated neutrals," as Creative Director Nikki Dekker (who used to design lingerie line The Lake and Stars) puts it. Plus, there is one dedicated bra for each range on the TrueSpectrum, except for Mulberry, a category only three percent of customers fall into. But even if the whole TrueSpectrum thing is over your head, then this is basically just a really great no-frills intimates line, and it's affordable -- prices range from $16 for a pair of panties to $44 for most bras; the above sweatshirt is $48. 

And Lam doesn't plan to stop there. "This is the beginnings of what Nikki and I call an intelligent apparel brand," explained Lam. "We know so much about a women's body that we can change everything about how bras are fitted, designed, engineered, shopped for, we're basically changing the whole game with this information." She adds that the company's knowledge about fit "will allow us to break out into different product categories" depending on "where our customer wants us to go."

You can get "fitted" and shop Uniform here.