Lingerie startup ThirdLove expands sizing with 24 new bra sizes
Lingerie company ThirdLove announced it is expanding its sizing by adding 24 additional bra sizes. In a move focused on diversity and inclusion, the company will not refer to the expanded sizes as "plus size."
New sizing will extend the 24/7 Perfect Coverage bra band sizes to cover a range of 28 to 48, while cup sizes will range from AA to H. ThirdLove will continue to offer its unique half-cup sizes, something not offered by competitors such as Victoria's Secret, Aerie and Calvin Klein.
In addition to sizing, ThirdLove has also added seven new shades which are designed to complement an array of skin tones.
“The average American woman is a 34E(DD), and we know her bra size changes about six times in her life – our dedication to size inclusivity is about helping women find their perfect bra for every moment of their lives,” said Heidi Zak, co-founder and co-CEO of ThirdLove in a statement.
She went on to say that the company's mission statement is to empower women on a daily basis, "that means defying industry standards and offering premium quality, better fitting, beautiful options to women who are often overlooked. Our ultimate goal is to offer a bra for every body," she said.
ThirdLove Board member and former Victoria's Secret CEO Lori Greeley said, "No other brand has done so much to disrupt the norms in the bra industry for women of all shapes and sizes."
ThirdLove's Fit Finder platform has been used by 10 million women and there are currently 1.3 million women on a waiting list for ThirdLove's new sizes. ThirdLove offers 70 different size options that are now available online.
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