Launched in 2013 by co-founder Heidi Zak, ThirdLove, an underwear brand with a difference was born. With so many underwear companies out there, it's almost impossible to create one that stands out from the rest. However ThirdLove have managed to achieve it, making themselves quite literally a cut above the rest.
Not only have they created an accurate sizing App for phones, using patented technology that allows their customers to get accurately measured in the comfort and privacy of their own home, helping countless women who dislike the process of having to be measured and choose their bras in public, but their bras also come in half sizes! Now I've said it, it seems obvious that all bras should, however it's another area ThirdLove are doing things other companies simply aren't.
Speaking of deciding to create half sizes, Heidi says, “As we were designing our first bras, we quickly realized that the standard sizes don’t fit a huge part of the population, and they’re actually in between cup sizes. So we created half‐cup sizes to provide a better fit for women—in fact, we’ve found that 35% of our bras sold in the A‐E range are half‐cups. (For example, our A1⁄2 is between an A cup and B cup.) Our exclusive half‐cup sizes are unique to ThirdLove and are only available on our app and website and in Bloomingdale’s stores.”
I have a ThirdLove underwear set myself, as I wanted to put the brand to test before this interview and I have to say, genuinely it was the most comfortable bra I've ever worn. I even wore it taking a flight from Los angeles to Hong Kong yesterday, a 15 hour over night flight, and it didn't bother me once. Something I'm not sure I've been able to say about a bra before!
With a new partnership with Bloomingdales featuring exclusive designs in their stores and plans for further expansion this year, Eurasian Vogue asks Heidi all about what inspired her to start ThirdLove and just how she came up with that genius App.
I have a ThirdLove underwear set myself, as I wanted to put the brand to test before this interview and I have to say, genuinely it was the most comfortable bra I've ever worn. I even wore it taking a flight from Los angeles to Hong Kong yesterday, a 15 hour over night flight, and it didn't bother me once. Something I'm not sure I've been able to say about a bra before!
With a new partnership with Bloomingdales featuring exclusive designs in their stores and plans for further expansion this year, Eurasian Vogue asks Heidi all about what inspired her to start ThirdLove and just how she came up with that genius App.
Thanks for taking the time to chat to EV about ThirdLove. You have such an impressive resume. Have you always had an interest in the fashion industry?
Absolutely, and my background reflects that — it’s a blend of retail and technology. I spent 4 years at Aeropostale in New York City, launching and operating their international business. Then I came out to the San Francisco and took a role at Google focused on marketing to large retail companies. Both roles allowed me understand opportunities in traditional retail models that could be created by using technology to design better products and create a better shopping experience.
You’ve had such a wide experience in different areas of the industry. What was it that led you to start ThirdLove?
Two years ago, it was time to go bra shopping and refresh my lingerie drawer, and as usual I was dreading it. I disliked the whole process – finding time to drive to a store, getting measured by a stranger, trying on lots of overpriced bras. Finally I thought, there’s got to be a way to use technology to make lingerie shopping easier and more fun. ThirdLove started with lingerie because shopping for bras is not only frustrating, it’s a private process. It’s not a social shopping experience like shopping for a dress, so it’s actually the perfect category to bring online.
Where did the name ThirdLove come from?
When a woman truly loves an item of clothing, it’s because it hits all three points — style, fit and feel (comfort). We strive to do that with each and every bra, which is why we named the company “ThirdLove.”
How long did it take from idea to realizing ThirdLove?
We spent over a year developing the mobile technology ‐ and at some points we didn’t know if we would succeed. The long development process was definitely worth the wait — launching with the sizing technology meant we already had a clear differentiator over competitors in the market.
The App is genius. What else makes ThirdLove different from other underwear brands available?
ThirdLove has differentiated itself from our competitors by focusing on fit — 35% of our bras sold in the A‐E range are in our exclusive half‐cup sizes. The lingerie industry currently sizes bras based off of a single fit model, which invariably leads to a faulty sizing experience and an ill‐fitting bra. Instead of using standard industry measurements and grading them up and down to create each bra size, we use real women's measurements to create products that fit women better, thanks to the mobile app, which help women find their perfect bra fit in under 15 minutes from the comfort of their own home.
What kind of woman is a ThirdLove customer?
Women today want a bra that’s not only beautiful, but also fits perfectly and feels great throughout the day. ThirdLove is bringing form and function together in a way that hasn’t been done before, and modern women of all ages are embracing this new brand that truly understands what’s important to them.
I love the designs of the bra and underwear and I believe you’ve managed to create designs that are recognizable as a ThirdLove design, which isn’t easy to do! Where do you get your inspiration for your designs?
We take inspiration from classically tailored lingerie and incorporate the latest technologies to increase the comfort and durability of every item we create. For example, one of our summer palettes included violet hydrangea, pretty pinks, and translucent smoky grays. The fabrics range from ultra sleek microfiber to open sheer meshes to an absolutely decadent lace.
Do current fashion trends or color forecasting influence you when designing a new collection?
Absolutely — Ra’el Cohen, our VP of Design & Product Development, is always up to date with the latest trends and chooses every detail and color very carefully! We have entire meetings dedicated to deciding which colors we’ll move forward with for new collections.
You founded the company in 2013, what has been the biggest hurdle so far with starting ThirdLove?
The technology was a major challenge when we first started out — we didn’t know if it would work, since no one had ever used computer vision in the way we wanted to from a mobile device. It’s the first of its kind, which is why we have 7 patents and 4 more pending around it.
I also think staying focused is a challenge for any startup, and we’re no different. There’s an endless amount of things you could be doing to grow the business, and it’s hard to choose which to spend your time on. But I think the ThirdLove team does a pretty great job of this, and it’s why we’ve grown as fast as we have (400% last year), and built such a trusted brand so quickly.
Huge congratulations on having ThirdLove in Bloomingdales! It’s great for your customers to be able to go in and see the quality of ThirdLove for themselves. Can you tell us of any further plans you have with Bloomingdales, or any other exclusive collections that we can keep an eye out for?
Absolutely — the partnership was so successful that we have planned to add new styles in 2016 and expand into additional Bloomingdale’s stores around the country.
You clearly have great taste as shown through ThirdLove range. How would you describe your own personal style and what’s your favorite item of clothing in your wardrobe at the moment?
My personal style has changed a bit at the moment, as I’m currently 8 months pregnant! However, the one thing I can wear no matter what is my Stella & Dot jewelry. I’m a big fan of the company and their founder, Jessica Herrin, who is also a mom and a great role model proving you can build a big business while raising a family.
What has been your biggest accomplishment with ThirdLove so far?
The Bloomingdale’s partnership is certainly exciting, but I would have to say it’s every time we hear from a woman who has finally found a comfortable, beautiful, perfectly‐fitting bra, thanks to us. It’s amazing the difference it can make in someone’s daily life!
Do you have any plans to expand ThirdLove into nightwear, loungewear or even active wear?
We do have a few things on the roadmap, but right now we’re laser‐focused on lingerie and giving every woman a great fitting bra with ThirdLove.
Where would you like to see ThirdLove in 5 years from now and are there any imminent plans for the company that you’d like to share?
With our latest funding round, we will grow our team at our San Francisco headquarters, expand our product line, and further expand our retail presence.
Lastly, how would you describe ThirdLove in one sentence?
ThirdLove is an innovative bra and underwear brand that believes fit should come first.
For more information on ThirdLove visit: www.thirdlove.com
ThirdLove + Bloomingdale's
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