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True&Co. Turns 5!

5 years and over 5 million women - It's been a crazy and wonderful journey. To celebrate we are taking a look back at the small steps, big leaps and the hustle that got us to where we are today.

2012: The Origin Story Our founder Michelle was fed up with the status quo of having to navigate badly lit fitting rooms and awkward measuring tape encounters to find a well fitting bra.   She took the industry into her own hands and put 500 bras on her credit card, hosted ‘fitting parties’ in her apartment (champagne and sushi obviously made a cameo!) and found out what women really wanted out of a bra. Fast forward a few months and True and Co’s first online fitting quiz was created. That first year we quizzed over 3,000 women and learned that 97% of them found their bras to be painful and over 50% were wearing the wrong size or had different breast shapes. Michelle knew that a women's bra fitting experience had to be as multi faceted and powerful as she was and developed an algorithm that would determine the bras to fit her best. 

2013: Problem meet Solution

We’d identified over 6,000 body types and heard your issues loud and clear - back bulge, slipping straps, gaping and busting cups. We knew we had to design a line that led women to Bra Nirvana - our first collection was launched by Creative Director and Bra Aficionado, Nikki Dekker.

2014: The Movers, Shakers & Maker’s

With half a million quiz takers and counting our mark on the industry was growing and so did our team. The TrueandCo. family filled out with multi-national, multi-talented data whizzes, design geniuses, fit therapists and brand experts. 

2015: Spread the Love

To do this we kicked it old school - by going offline and into catalogue. 2 million quiz takers helped us develop the products you truly love and the best place to showcase our curated lingerie collection? In glossy print sent right to your door. We landed 100,000 reviews where 89% of our products were given at least 4/5 stars. The community kept growing with 300K Facebook friends, 20K on Instagram and hundreds of letters of support from you all.

2016: Get on the Road

In true California girl style, we hit the road.  We built a Try on Truck and pioneered the Nomadic Lingerie Retail Movement. Taking a live version of our personal fitting experience to stops along the West Coast to bring our bra fitting experience offline and into our bespoke fitting rooms (no measuring tape and no groping included!) And for our community out East? We hit New York and The Hampton's with a pop-up Glamping Experience. 

2017: The Hustle Continues

Our biggest year yet. With 5 million quiz takers we gathered 130 million data points and furthered our mission to build a better bra.  Babes always give back and the True team raised $10K for Breast Cancer Awareness Month and  awarded our #thefutureisfemale scholarship after 17K fearless females applied. The hits kept coming when we launched our True Body line - which went on to sell out 7 times. And finally we joined the PVH Family - marking the start of an exciting new adventure for Team True&CoOur motto? Good things come to those who hustle. And lastly, Thank you to YOU, our incredible community who made the magic possible. Celebrate with us and rock your own 'Feel Amazing Every Damn Day' T-Shirt, available online for a limited time only!     

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