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Marshal Cohen of consumer-analysis firm NPD says ThirdLove's insight—pioneering cup half-sizes—revelatory. 'You wouldn't want to buy a shoe that didn't have half-sizes. Why would you want to buy a bra without them?' says Cohen.
Inc. Magazine
Fast Company
ThirdLove has gained a reputation for making some of the best-fitting bras and having one of the easiest at-home try-before-you-buy programs.
Business Insider [copy]
A big reason they’re so comfortable is the heavenly soft material they use, but another is the revolutionary attention ThirdLove pays to fit. I don’t use the word to be hyperbolic, but few brands put in as much effort and resource power into creating the perfect fit for their customers.
Fast Company
ThirdLove offers the widest range of sizes on the market, including half sizes. Today, it is moving beyond just fit to color, launching five new shades. The company spent two years gathering as much data as possible about the shades women needed.
The New York Times
Bras should have been the first item to go online. You don’t do it with friends, women don’t like the in-store experience, and the market is filled with old-school brands run by middle-aged men who think they’re targeting women.
ThirdLove has also challenged the traditional sizing that is a Victoria’s Secret mainstay. By aggregating tens of thousands of real women’s measurements, the company created half-cup sizes (i.e. A 1/2 , B ½, C ½), which founder Heidi Zak says has completely changed the way women buy bras.
The world is made up of a variety of skin tones—and what perfectly blends for one person probably won’t work for another. That's why ThirdLove’s "The New Nakeds" collection makes us so happy. Rather than just release a honey-like beige, the underwear brand’s nude offerings come in five different colors.
Fed up with an exhausting and inefficient process and certain that others felt the same, in 2013, Heidi Zak launched ThirdLove, a San Francisco-based lingerie company that aims to provide customers with bras that truly fit at an affordable price.
Women online seem to really appreciate everything that ThirdLove stands for — which in so many ways is, support. They sell products that offer support while simultaneously supporting women in need.
Underwear always feels like a bold and bizarre thing to gift our moms. So instead of doing the dirty work yourself, gift her this ThirdLove set that's basically a gift card and a good cause in disguise.
ThirdLove, a direct-to-consumer brand with a robust try-before-you-buy program, started offering five “naked” shades this past winter. T-shirt, full-coverage and push-up bras are available in cup sizes AA through G, including signature half-cup sizes.
On a mission to create bras that fit real women, ThirdLove offers a five-hue collection of nudes—so there's a shade for every skin tone—and signature 1/2 cup sizes to provide a more precise fit (which means no more cup gaps or pinching straps).
Heidi Zak, one of the founders of bra company ThirdLove, decided to completely revamp the manufacturing process and materials used in bra-making, offering beautiful and functional bras that wouldn’t poke or pinch.
Your everyday bra most likely gets worn way more than your favorite tee shirt or pair of jeans. Here are eight tips Ra’el Cohen, Head of Design at ThirdLove, has for troubleshooting the bra problems you always run into, so a bra that fits like a dream can be a reality.
Business Insider
If bra shopping feels like a modern-day "Goldilocks and the Three Bears" — one cup is too big, while the other is too small — ThirdLove's signature half-cup sizes will help you find that "just right" fit.
The Cut
This bra felt like a bra. I’m supported, covered, and my twins didn’t so much resemble pointed peaks — instead, they’re closer to pillowy clouds. Added bonus: Wide straps help carry the weight.
The Zoe Report
Confidence starts by feeling good on the inside, and for me that involves undergarments that are not only ultra-feminine but also comfortable. This balconette bra is miraculous—it manages to make my top half look decent in front of a mirror and also adjusts to the perfect fit, making for tug-free wear all day long.
Who What Wear
Intimates line ThirdLove is going one step further with it's New Nakeds range of bras and underwear. Not only does the brand's range of nude bras come in five distinct shades, but they also come in a surprisingly vast range of sizes (from AA to G, including half sizes).
ThirdLove announced a new collection dubbed The New Naked: three versions of its hallmark 24/7 bra as well as underwear in five shades meant to match different skin tones. Its inclusive sizing range (with bands from sizes 30 to 40, and cups from A to F) translates to these newcomers on its roster.
Digital Trends
ThirdLove's Fit Finder makes use of knowledge of industry sizing guides to tailor recommendations for their customers. That means that if you’re one size at Victoria’s Secret and another at Aerie, ThirdLove can figure out what your “true” size is.
Retail Dive
ThirdLove's Fit Finder 2.0 combines machine learning capabilities with qualitative customer feedback and adds more depth and detail to help women troubleshoot fit issues and gather more fit-related background information to determine the right band, the right cup, and then the best style.
I was promised it would be the most comfortable bra I’ve ever worn, and it was. So much so that when I realized I hadn’t taken it off yet at home, I kept it on out of laziness. The best part is that this style comes in half cup sizes, which is something I wish every brand would do.
Strapless bras that don't slowly work their way towards your belly button are rare; when you find one, hold it tight and never let it go. This seamless style by ThirdLove (below) works under summer's complicated necklines and its silicon elastic edging keeps it firmly in place.
Who What Wear
This is my personal all-time favorite bra silhouette. It's suited for all body types. Because the coverage on the Plunge extends higher on the strap, it helps keep in full-shapes and smoothes out the breast shape for slope-types — we love the mesh detail.
Huffington Post
Heidi Zak is the co-founder of ThirdLove, an innovative bra and underwear brand that believes fit should come first. In addition to offering signature half-cup sizes to provide a more precise fit, ThirdLove empowers a woman to measure herself from home.
[ThirdLove] bras have half sizes to ensure a great fit. Ever wonder why your C was a teeny bit roomy? Try a B1/2! ThirdLove has a great basic strapless with silicone—just remember to not apply lotion or deodorant in the area.
An outfit has to be really, REALLY good for me to consider wearing a strapless bra, but this one might be worth it. The fit was perfect... I'd consider showing a little extra skin this summer with this one.
Sporty silhouette with side elastic straps that are meant to be seen...
Many online lingerie startups are also gaining traction by providing alternatives to Victoria’s Secret, both in terms of style and marketing... ThirdLove features models who look away from the camera, a stark contrast from Victoria’s Secret’s come-hither marketing.
19 actually cute bras for girls D cup and larger — because it's not just the B cups that should get all the fun!​
Teen Vogue
If you’re in the market for true 24/7 everyday underwear, look no further than Thirdlove. Their selling point is fit, even offering bras in half cup sizes, but you’ll find the perfect Goldilocks pick in their undies as well.
Fashion Times
When it comes to accessories, it's best to leave most jewelry at home (save for a pair of statement ear crawlers or a layerable gold necklace), and pack items that are a bit more functional... a travel-sized laundry bag from ThirdLove will be a necessity.
Fast Co Design
ThirdLove's philosophy page does a solid job blending the right amount of "what nerdy thing we’ve done" and "what it means for you." For example, ThirdLove’s data set revealed that "50% of women sizes A-D fall in between standard cup sizes," so they developed an entirely new-to-the-category line of half-sized bras.
ThirdLove... and more are tackling the category on the Web with a direct-to-consumer spin. ThirdLove specializes in goods that fit outside the standard sizing spectrum, with sizes such as 34 A1/2.    
ThirdLove's 24/7 checked off all the boxes I look for in a push-up: The underwire was supportive but totally pain-free thanks to a layer of soft micro jersey (a double layer of fabric on the band gave extra security), and it's made with memory foam padding. It's perfect for a true boost!
Life & Style
For a flawless fit with maximum support, Beyoncé slips into her $68 ThirdLove 24/7 Strap Happy bra. Available in half-size cups, the brand's bras are known for their thin layers of memory foam that smooth and shape. Plus, it's possible to find the perfect style for you from the comfort of your own home.  
Look your absolute finest this Sunday with the revolutionary company shaking up the underwear industry. [ThirdLove] suggests the exact perfect fit for a new bra, using new measurements and metrics from half-sizes on cups to their ‘Breast Shape Dictionary’.
People Style
Before now I have never put on a bra and then immediately forgotten I was wearing it, and I have never not pushed up my bra straps a minimum of 10 times per day. This bra managed to achieve both, something I previously deemed totally impossible.
Thanks to beyond-gorgeous indie lingerie brands... there’s a solution for practically every NSFW summer top, skirt, and dress. Let your exhibitionist flag fly and wear ThirdLove's seamless thong and nothing else.
...Heidi has completely reinvented the way betches shop for the right bra size and sells bras that are hot AF while fitting perfectly.
Heidi Zak is the co-founder of ThirdLove, an innovative bra and underwear brand that was the first to offer half-cup sizing and allows women to measure themselves at home.
Huffington Post
By accumulating data on real female body shapes, sizes and preferences, San Francisco’s ThirdLove now boasts some of the lowest shopper returns in the bra industry. The company is challenging the mammoth marketing-machine that is the bra industry.
Lingerie company ThirdLove has identified the seven most common breast shapes, which appear in the company's own breast shape dictionary to persuade women that it's the shape of their boobs rather than the traditional measurements taken around the chest that should dictate what type of bra they should be shopping for.
Business Insider
The top 5 lingerie brands that aren't Victoria's Secret. ThirdLove has even secured a round of investment from one of Victoria's Secret's former CEOs, furthering the notion that industry veterans believe in the company.
The Zoe Report
ThirdLove's seamless thong is essential for white bottoms and form-fitting outfits.
Many women see pregnancy as a reason to slow down. Heidi Zak’s idea of slowing down was to drop the treadmill speed at Barry’s Bootcamp to 8 miles an hour from her normal 11.
The straps on the sides and back of this fashion-forward bra are so sexy, you won't mind it if they peek through your clothing. Like all ThirdLove bras, this style is available in full- and half-cup sizes.
Sizing is a major issue plaguing all e-commerce retailers and is even more pronounced in the lingerie category. But ThirdLove, another e-commerce lingerie retailer by former Aéropostale retail director Heidi Zak, has taken it a step further, even going in half sizes for bra cups.
Huffington Post
How one woman stood up to a sexist Calvin Klein billboard... Zak posted a video on YouTube in response to the ad, calling out the designer for the billboard’s offensive message about women.
Daily Mail
[Zak] added that brands have a responsibility to show that women can to more than just 'seduce' — and to that end, she created the hashtag #MoreThanMyUnderwear, encouraging other women to join in the conversation.