'Perfect Fit' Bra Site True&Co Launches Own Label

It was only a matter of time: True&Co, a retail site that helps shoppers find perfect-fitting bras "via algorithm," announced Monday that it is launching its own label.

The new private collection, called She Walks in Beauty (+Light), is now among the hundreds of intimate-apparel products offered to shoppers. Designed by new creative director Nikki Dekker, the collection features 10 pieces, including bras, panties and silk separates in black, nude and mint hues. Prices range from $22 to $88.

The 2-year-old company based in San Francisco has distinguished itself through a unique selling model designed to help women find better-fitting bras without having to take a tape measurer to their busts Read more...