Fashion, Retail, Tech

ThirdLove Starts Up a Bravolution

ThirdLove balconet bra

ThirdLove balconet bra

If you follow me on Twitter, you’ll know I’m a big follower of the fashion and tech start-up industry. So when ThirdLove, a San Francisco-based lingerie start-up, contacted me about writing a sponsored post, I had to say yes. They have been ones to watch on the e-commerce scene. It was barely two years ago that ThirdLove was nabbing a cool $5.6 million in seed money.

It’s not a social shopping experience, so it’s actually the perfect category to bring online.

Along with Brayola and True&Co, ThirdLove co-founders Dave Spector and Heidi Zak were early disrupters in the lingerie category. Moving bra sales combined with personal fitting services online makes sense. Zak explained to TechCrunch, in an article published at the time of their funding, “It’s not a social shopping experience, so it’s actually the perfect category to bring online.”

The Fit is the Feature

Before ordering from ThirdLove, I recommend downloading their sizing app to guarantee the right fit. This innovative mobile app walks you through how to take two photos of yourself wearing a bra and fitted tank top. The app uses an algorithm to identify your size based on the photos and matches you to the perfect size. It should be no surprise how ThirdLove married fashion and science – their app development lead is also a senior scientist at NASA. (The app is available on iPhone only, but an Android version is in the making.)

As other women can attest, sometimes “your girls” aren’t a true cup size – enter ThirdLove’s signature half cup sizes. And no matter your size, they’ve got you covered from the AAA to DDDD. ThirdLove also provides a Breast Shape Dictionary to help you define the shape of your breasts. For example, one being bigger than the other means “They’re Sisters, Not Twins.” Get it?! Their style chart will point you in the right direction based on shape as well.

According to Zak, women change bra sizes an average of six times in their lifetime.

While the shape of our breasts might stay the same over our lifetime, our bra size does not. According to Zak, women change bra sizes an average of six times in their lifetime. This rings true when you consider puberty, pregnancy, menopause and lifetime weight fluctuations. It also means we should be measuring ourselves with each bra purchase.

Photo by ThirdLove

Photo by ThirdLove

Let’s Talk About the Pretty

ThirdLove lingerie offers European-inspired lingerie in a small but solid selection of colours and styles. I chose the balconet bra in stormy lilac. It’s so pretty! Made with nylon, rayon and Spandex, the seams and fabric are both soft and comfortable. Their selection of panties, while a bit more basic in design, is quite broad.

Whatever interest they stand to lose on their selection, they’ll more than make up for in price and service. A perfect-fitting bra will only run you $45 to $70, while panties range $11 to $35 and – don’t forget – it’s a perfect fit with no changing room.

That’s something to love.