ThirdLove is bringing its half-cup size bras to Bloomingdale’s.
The intimate apparel start-up, which was founded by former Google executive Heidi Zak and her husband Dave Spector in 2013, created a capsule collection for the 100% Bloomingdale’s program, which is an assortment of merchandise designed exclusively for the department store.
The line includes ThirdLove’s best-selling 24/7 memory foam T-shirt bra, underwear and two new styles exclusive to Bloomingdale’s. The collection, which starts at $34 for a pair of underwear and goes up to $68 for the new bra styles, is available on Bloomingdale’s e-commerce site and select locations in New York City, San Francisco, Los Angeles and Boca Raton, Fla. The exclusivity agreement runs through December, but Bloomingdale’s will continue to carry the line into 2016.
ThirdLove is known for its proprietary sizing app that lets women submit selfies and have their bra size determined with an image recognition algorithm. Unlike traditional brands, ThirdLove offers whole and half-cup sizes to better accommodate women who are in between cups.