True & Co.

True & Co.
Industry Internet, online retailing
Founder Michelle Lam, Dan Dolgin
Headquarters San Francisco, California
Products Lingerie

True & Co. is an American online lingerie retailer.[1][2] Headquartered in San Francisco, California, True & Co. was founded by Michelle Lam and Dan Dolgin.[3][4] Lam co-founded the company after becoming frustrated with trying on bras in fitting rooms.[5] The company uses a questionnaire and associated algorithm to recommend bra sizes to customers.[6] According to the New York Times, "True & Co.’s innovation is to put a batch of bras into customers’ hands so they can choose what fits best."[5] True & Co. sells bras from other lingerie lines as well as from its own branded collection.[7] True & Co. released a beta version in January 2012 and officially launched in May 2012.[8] According to Bloomberg Businessweek, "True & Co. is often referred to as 'the Netflix of bras.'"[1] In May 2016, the company launched its Try-On Truck, a mobile lingerie fitting room that is being driven on a coast-to-coast tour.[9]


  1. 1 2 Rosenblum, Emma (October 23, 2014). "Can the Internet Help Women Feel Better About Their Breasts?". Bloomberg Businessweek. Retrieved 4 December 2014.
  2. Greenfield, Rebecca (October 22, 2013). "Engineering The Perfect Big-Data Bra". Fast Company. Retrieved 4 December 2014.
  3. Edwards, Jim (April 6, 2013). "The Disgusting Truth About How Often American Women Actually Wash Their Bras". Business Insider. Retrieved 4 December 2014.
  4. Marikar, Sheila (September 12, 2014). "Lingerie shopping with... Michelle Lam". Fortune. Retrieved 4 December 2014.
  5. 1 2 Stross, Randall (February 23, 2013). "There Is an Algorithm for Everything, Even Bras". New York Times. Retrieved 4 December 2014.
  6. Stout, Kristie Lu (November 4, 2014). "'Perfect' bra decodes what women want". CNN. Retrieved 4 December 2014.
  7. Dunn, Laura (March 5, 2014). "Women in Business: Q&A with Michelle Lam, Founder & CEO of True&Co.". Huffington Post. Retrieved 4 December 2014.
  8. Leahey, Colleen (October 4, 2012). "How bra seller Michelle Lam of True & Co. found her fit". Fortune. Retrieved 4 December 2014.
  9. Chesler, Caren. "How This Online Lingerie Shop Is Letting Customers Try Before They Buy". Retrieved 26 May 2016.
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