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August 14, 2013 06:00 pm GMT

ThirdLove Raises $5.6M To Help You Find The Right Bra Size By Using Your iPhone

ThirdLove screenshotsIf you’ve ever had trouble finding the right bra size, now a couple of iPhone photos is all you’ll need.ThirdLove, a new clothing brand under parent companyMeCommerce,has designed an app to find and buy the perfect bra, simply by taking two pictures of yourself in the mirror with your iPhone. Announcing a $5.6 million seed round today, the company has created its own line of lingerie and a personalized shopping experience that takes less than 15 minutes. The round was led by NEA and joined by Andreessen Horowitz, Felicis Ventures, Novel TMT, Yuri Milner, Keith Rabois and others. Co-founders Dave Spector and Heidi Zak tell me the funding will go to building out their supply chain, scaling the product development team and moving to more mobile platforms, including Android. The ThirdLove team walked me through a demo of exactly how the app works. Luckily, it’s not as awkward as it may sound. The app doesn’t require you to be naked to get the right measurements. You don’t even have to take a direct picture of your chest. All that’s needed is a mirror, a form-fitting shirt and a basic, supportive bra. When using the app, a Siri-esque voice will guide you through the directions. You start by holding the iPhone to your stomach while facing the mirror. The app will tell you to tilt or move the phone if needed, then tap the screen to take a picture (You get a robotic “Good Job” when you’re done). Then repeat from a side view. In each picture, you can zoom and drag the iPhone in the image into a dotted blue box. Your phone then becomes a point of reference for the app to scale the rest of your body. After matching up a couple of blue lines to the width of your bust, you’re all set. The platform collects your measurements from the pictures, and puts it into an algorithm to determine your size. It then takes you to a custom page to choose from three bra styles. With ThirdLove, you will never know the actual bra size assigned to you. Everything on the landing page is completely tailored to you: the models, the sizes, previous purchases you’ve made. But the company has gotten rid of the drop down menu for sizes, and any sort of numbers or letters that go along with it. On one hand, this is a

Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/MNYGck4l5G0/

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