A data-driven lingerie brand known for its exceptionally comfortable, minimalist wireless bras designed from real women's feedback.
ORIGIN
United States
PRICE TIER
contemporary
Launched in San Francisco in 2012, True & Co. was founded by Michelle Lam, a former venture capitalist who grew frustrated with the traditional bra-fitting experience. The brand pioneered a data-centric approach to intimates, using an online Fit Quiz crowdsourced from millions of women to inform its designs. This method allowed the company to engineer bras focused on superior comfort and fit, bypassing traditional measuring tapes and in-person fittings. The brand’s signature products are its soft, wireless bras, particularly the True Body collection, which is celebrated for its seamless microfiber construction that feels like a second skin.