ThirdLove has expanded its popular Classic Perfect Coverage bra by 24 sizes, meaning it now offers band sizes up to 48 and cups sizes up to H, for a total of 70 sizes.
In an industry-pioneering move, ThirdLove has expanded its popular 24/7 Perfect Coverage bra by 24 sizes, meaning it now offers band sizes up to 48 and cups sizes up to H, the brand shared in an emailed press release. Even better, the bra will remain at $68 for all sizes, despite costing an average of 45 percent more to manufacture the larger ones. Currently, just the one bra is available in the fully inclusive sizes, but co-CEO and co-founder Heidi Zak says the company plans to spread the love to its other styles.
With this notable expansion, ThirdLove now carries 70 sizes—almost twice as many as the industry standard of fewer than 40 sizes. In comparison, Victoria's Secret offers 36 sizes, Aerie sells 31, and Calvin Klein just 26, according to the brand. And the move is already paying off for the company: A staggering 1.3 million people are on the waitlist for the bra.
That popularity isn't totally surprising, though, considering that the average American woman wears a 34E bra, Fast Company notes, and many are vastly underserved in the bra market. "Speaking to women who told me that our company didn’t make a bra for them was painful to hear. Women were right to be upset that we didn't carry their size," Zak says in the press release, adding that ThirdLove hopes the expansion mirrors its mission "to have a bra for every woman, to help every woman feel confident every day of her life."
The best case scenario is that other fashion retail companies will also realize how financially lucrative it is to make and sell clothes that reflect the actual sizes of the female population, such as Knix's sports bra for DD-cups and Asos' line of inclusive activewear.
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