ThirdLove Expands Sizes, But Won’t Call Them “Plus”
The innovative bra brand, ThirdLove
, known for introducing half sizes to the industry, will now carry 24 new sizes up to a 48-band size, and cups AA through H. With these additions, ThirdLove
now offers more sizes than any other brand in the industry.
By way of comparison, other major bra brands offer a range closer to 30 sizes. Victoria’s Secret offers 36, Aerie offers 31, and Calvin Klein offers 26. There are currently a record-breaking 1.3 million women on the waitlist for ThirdLove’s 24 additional sizes. ThirdLove is excited to be partnering with Justina Blakeney, a female body positivity advocate, for the launch.
“Speaking to women who told me that our company didn’t make a bra for them was painful to hear. Women were rightfully upset that we didn’t carry their size. That’s why we’ve invested substantial resources to expand our size offerings,” says co-CEO and co-founder Heidi Zak. “ThirdLove’s ethos is to have a bra for every woman, to help every woman feel confident every day of her life. This is just the beginning; we’ll be launching more sizes and styles in the future.”
The average American woman is a size 16 and the average bra size is a 34DD, yet many brands fail to carry bras above a D cup, leaving many women without options for supportive, comfortable, beautiful bras. Brands that do carry these sizes often refer to them as plus sizes. ThirdLove has made the decision not to use this modifier.
“Words matter. At ThirdLove your size is your size. Who are we to tell a woman her size is in a different category from the size of the woman sitting next to her? These kinds of derogatory terms have no place in a company that makes products for women,” Zak says.
All of ThirdLove’s bras are designed using a variety of body types instead of industry standard fit models. While the additional sizes cost 45% more to produce, the brand will not charge their customers more. The aesthetic, look, and feel of the new bras are exactly the same as ThirdLove’s other offerings.
“We know you can’t just take a 34B and scale it up to a 40G-that’s a recipe for a bad fit. Our new bras are made of the same high-quality materials as every other ThirdLove bra. We’ve worked tirelessly to design bras that don’t just scale up in size, but that have additional supportive elements that are nearly unperceivable to the naked eye,” says Ra’el Cohen, ThirdLove’s Chief Creative Officer. “We have added an additional layer of fabric and wider elastic hidden inside the top and bottom of the band. These elements are completely hidden so that our new bras are just as beautiful as every other bra we offer.”
Lori Greeley, the former CEO of Victoria’s Secret stores says, “I continue to be impressed by the curiosity of the ThirdLove team to not accept the industry standards on sizes offered by traditional lingerie brands like Victoria’s Secret.”
The 24/7 Perfect Coverage bra in these new sizes is offered in seven colors, including five Naked shades that are designed to complement an array of skin tones, as well as Twilight and Black. Women looking for bras in larger sizes will find that ThirdLove’s thoughtful details like memory foam cups that form to your body, gently padded straps, an additional hook, and eye closures help keep them comfortable all day.
More than 10 million women have used ThirdLove’s innovative Fit Finder™ to find a bra that best fits her body and gives her the confidence she deserves. ThirdLove has been called the fastest growing underwear brand in America and the most disruptive brand in the lingerie industry. Their introduction of half sizes and expansion into larger bras makes them the brand carrying the most sizes in the entire industry. Led by an executive team that is 64% female, ThirdLove considers the unique needs of diverse bodies to deliver on its mission to create bras that are inclusive for every woman. To learn more, visit www.thirdlove.com
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