True & Co.

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{ Rag and Bone tee, Natori Lotus Edge bra, 7 for all Mankind jeans }

I get a lot of press releases about new companies, celebrities wearing xyz clothing, story pitches, etc, etc. Rarely does one actually interest me. When I heard about True & Co. though, I was so obsessed that I actually asked for an interview with the founders. Yes, I love lingerie, but I’m in lust with tech. When I heard they have an algorithm that adapts to your personal bra shopping and fit preferences, I think I moaned.

I asked them about launching their business amongst all of the many other online startups– they said it’s “exciting and scary at the same time… it’s a noisy world online.” Hashtag truth. When I asked them what their biggest challenge is, they said “they want women to have their cake and eat it too.” I dig these chicks, and I equally dig their site.

t2t7 { Bras courtesy of True & Co. }

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