Heidi Zak Of Thirdlove

The brand now services an estimated 87 percent of women. With the company's Break the Mold initiative - a play on words, the company actually had to make their own unique molds to create those innovative half sizes - Zak wants to share the stories of female founders like herself and the accomplishment of ThirdLove's customers.
None of us really agreed with it from the beginning.” Plus, the company had just come out with another campaign celebrating women's individuality with the slogan To each, her own.” It was like ‘what if a woman wants to be in the show or watch it, why are we telling them what to do?'” a source we'll call Kate said.



Colors that were supposed to be skin tone would show right through white blouses.” After a year of research and data analysis, ThirdLove debuted five new shades in February that Zak calls the New Nakeds, which suit a wider swath of customers and come in all 47 sizes.
Women can now size themselves accurately in the comfort and privacy of their own homes using the ThirdLove Bra Sizing App , in addition to a Fit Finder quiz facility on the company's website, while the company has also developed half-cup sizes for all cups from A to E.

That's something that really resonated with me, and when you think about how that applies to the company here, I think I also have expectations that people ask a lot of questions, own their own journey… And I think those are really important pieces of running a successful business as well.
But more than 30 percent of women are in between standard cup sizes—and they are all too keenly aware of it day in and day out as they uncomfortably tug at their bra straps. I walked out of the store with a bra that didn't really fit, and I had that pink-striped bag in my hand and I took it and stuffed it into my backpack because I was embarrassed to be shopping there,” she said during an interview for this story.

It was the eleventh hour and I had two options: Head out to the store to try on dozens of bras or stick with the ill-fitting option I already owned. Heidi Zak co-CEO ThirdLove Many women also don't feel comfortable with current options for getting fit for a bra, which is why our sizing app has become so popular.

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