UnTrue & Co: Why True and Co.’s Bra Fitting is Failing their Customers

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If you’ve been in the lingerie world (or even outside of it) recently, you’ve probably heard buzz about new lingerie boutique True & Co, which claims to offer a wonderful bra fit experience without a measuring tape or fitting room. They propose that what they are offering is an easy way to find the best bra for you with only a 2-minute quiz, you order five bras to try on (including 2 bras they choose) for a $45 deposit, pay for what you like and return what you don’t for free. That may sound great and easy, but unfortunately, the truth is this: by pretending to be bra fit experts, True and Co are ultimately doing a disservice to women by teaching them nothing about bra fit and ultimately making the world of bras more complicated, confusing and annoying.

At this point I must point out that I am NOT a bra fit expert– but I do know the basics that every woman should know about how to determine if your bra fits and am familiar with a variety of fitting methods. That level is knowledge is more than most women DO know though, so the idea of a quiz that could magically tell you what bra to buy is awfully tempting.

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There are some good things about True & Co.— they stock some great brands like Huit, Freya, and Mimi Holliday, and some of their quiz questions are about things newbies rarely think about when looking at bras, such as the shape of your breasts and which hook you customarily wear your bras on. But ultimately their value proposition is to get you a better fitting bra, so whether they can do that is key to whether they have anything more to offer than other other online lingerie boutique.

Determined to to get a holistic view of how their fitting worked, I asked some friends and fellow bloggers to take the quiz– but in the size they were before they had their ‘bra fit revelation’ so they could experience it like someone at the beginning of their bra fit journey. This is point of view key, because that is the kind of person for whom a service like True & Co. is supposed to be a godsend and ought to be the average customer.

This person actually wears a 30GG

This person actually wears a 30GG

And the conclusion I came to? Their bra fitting service is a joke. Case in point: the comment I saw again and again is that when you put in a size that DOESN’T fit and describe all the ways that it fails you, this is what they spit out: the exact same bra size. Sometimes they did give you a slight variation, such as going up or down one band or cup size (in some bras) but even that rarely fell in line with solving the actual issues the user put in. Here are a few examples of the type of bra fitting you get:

  • If you enter the size 38F, describe that the straps fall off, the cups are spilling over and you are hooking on the tightest hook, you get recommended a 38F. This person actually wears a 32H.
  • Someone else who wore a 32A before realizing she should wear a 28D or 30C described all of the troubles she was having with a 32A (that the straps are slipping off, the cups are not full) got suggestions for more 32As and lots of wireless bralettes.
  • A third person whose best fitting bra was a 32E before finally getting fitted into 30GG actually got the suggestion to go up a band size though she said the strap was too big and she wore it on the tightest hooks.

To put it plainly, none of these women were given any service close to a ‘fitting’ and got no better advice than if they had just looked at random bras in the size they were already (incorrectly) wearing.

Another huge issue that True & Co. doesn’t address is that you may (and probably will) size out of their offerings. True & Co stocks only 32-38 bands, A-F (US). But what happens when you say that the 38F is too small (or any larger or smaller band or cup size)? As you can see, they act like there are no other options, like there is something wrong with you for not fitting into their bras. A simple message such as ‘Your size is seems to be a 38G. We don’t stock that at True & Co., but please sign up for our mailing list and we’ll let you know if we start stocking more sizes’ would be more honest and upfront with the consumer, rather than letting them believe that they should continue wearing their ill-fitting bra.

And this woman wears a

And this woman wears a 32H

Given that their quiz doesn’t seem to be able to offer any competent fitting advice, you might wonder what it is meant to do. Although they act like they are doing something revolutionary, it seems that they are offering what any other decent online boutique does– sizing advice, such as whether a brand runs large or small in cup or band. Talk about an ‘algorithm’ is just advertising meant to impress and bamboozle the consumer into believe they are getting added value.

Another extremely problematic part of True & Co.’s service is that they offer no education about fitting to their consumer. Despite questions about whether straps fall off or what hook you wear your bra on, they don’t actually educate their customers on how a bra should fit and what having loose straps or a certain type of breast shape MEANS. Instead, True & Co. is capitalizing on the confusion and lack of education that most people have about bra fitting to try and solve their ‘problem’ with a patently ignorant and useless solution.

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Good online bra fitting boutiques, such as A Sophisticated Pair or The Butterfly Collection, use their bra-fitting knowledge to help their shopper get the most out of their experience and actually get a well-fitting bra whether they shop from their boutique or they shop elsewhere. Funnily enough, neither obfuscates by talking about some sort of ‘algorithm’. Although True & Co. may market themselves by saying that their quiz method is quicker and easier than learning the basics of bra fit, they are merely encouraging a cycle of ignorance in which bras are a difficult incomprehensible topic that people shouldn’t even try to understand.

In fact, their sizing advice might even be harmful to the consumer, ‘solving’ their problem with no explanation gives them no other recourse than to believe there is something wrong with them or their bodies. From talking to women who have been outside of the Victoria’s Secret range of sizes for most of their lives, I’ve heard how hard  it can be to shake off that feeling that it’s their body, and not the bras, that are the reason they can’t be comfortable. That is the worst thing that comes out of a world in which certain bra sizes are mainstream and certain ones are not only difficult to find, but considered ‘weird.’

After learning more and more about True & Co., it becomes clear that their ‘bra fit expertise’ is simply false. It seems to me that True & Co. is essentially useless, covering their lack of knowledge under the guise of an ‘algorithm’. There are plenty of techniques to finding the perfect way to fit a bra, but I think that we can all agree on one thing: True & Co doesn’t offer any of them. If True & Co succeeds, it will be by profiting off of the ignorance of their customers who will remain wearing ill-fitting and uncomfortable bras and may even blame themselves and their bodies when True & Co’s bra fitting service fails to help them.

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Although I have a strong opinion about True & Co., I would love to know what you think– have you had a good experience? Do you think that their lack of bra fit help is as big of an issue as I do? Please leave a comment.

53 Comments
  1. Getting a proper fitting was the best thing I ever did. But remember try before you buy as there can be differences in fit from brand to brand or even style to style from the same manufacturer.

  2. I’ve had so, so, so many people text/facebook/email me links to True & Co, and I just couldn’t get on board. You articulate why not perfectly! It might seem like a quick easy fix, but I feel like it’s not setting a woman up for a lifetime of frustration-free bra fitting (I mean, then again, what does, but you follow me).

    • The phrase ‘frustration free’ may never apply, but there is something to be said about feeling confident that if you go into a store and try something on, you know whether it fits or not. And by giving you the same size you put in, it doesn’t help the women who are actually looking for help! If they marketed themselves as a ‘random bra sending’ boutique, that would be a different matter.

  3. I meant to comment when you originally asked the rest of us about this, but I just haven’t had the time to keep up with conversations in the community.

    I once tried to check out True & Co., but it seemed like every time I put in my info, the website never worked. Perhaps my size was just so large that it fried the circuits?

    Either way, I would totally agree with you that their method is horrible and can do more harm than good.

  4. Thanks for posting this, I am comfortably a 34AA (at Marks & Spencer at least) but I always settle for 32A, 34A or 34B (almost always a teeny gap in the cups) most of the time, I was tempted to try True & Co. when the hype first started. By reading this review, I now know that I am better off trying other companies out. Thanks once again!

  5. I was so excited when I first heard about True & Co. I was new to the world of bra fitting and eager to find new bras that actually fit me so I dove right in after sizing myself at home. (That quiz is atrocious!) This company has given me so many headaches. I have actually received 2 try-on boxes from them. The first box went well enough. I was hesitant about my new measurements so I ended up ordering everything in a size smaller than I actually measured. (Letterphobia, anyone?) I tried on my selections, recorded my findings, and sent everything back. Then I changed my quiz answers to reflect my actual size and put in a second order. Everything went to hell after that. Cancelled orders, broken promises, you name it. Not only do they know nothing about bra sizing, they don’t know much about running a business or good customer service either. If you are so inclined, you can read about the whole sordid affair here:

    http://www.reddit.com/r/ABraThatFits/comments/19qqw1/trueco_a_rant/

    I did eventually receive a 2nd box from them last week. While I did find a great fitting bra this time (no thanks to them), I ordered it from Figleaves rather than give these amateurs my money. I will not be using their services ever again. I feel so awful for the women that are being duped by this algorithm gimmick.

    • That sounds dreadful and stressful! The opposite of what a good bra fitting experience should be like. I will definitely check out your story and I’m so sorry to hear about all your bad experiences. Thank goodness you know have something that fits :).

  6. First, thank you so much for referencing us as a small boutique which does offer proper fitting advice. I appreciate it! :) Secondly, I think the problem with this kind of advice is, as you eloquently stated, that it’s not offering any real education. Sometimes just knowing that the band riding up means it is too small is enough to get people thinking about changing sizes. I love the idea of an online quiz and have been contemplating creating one of our own, but you have to take some responsibility and offer education and information too in the event “the algorithm” does not offer the correct advice.

  7. I agree their “fitting” was useless. I gave up as soon as I discovered they were going to put me right back in the bad size bra I used to wear.

    Sending out a couple of bras out to try on and only paying for what you keep is a good idea though. I wish it was based on measurements with a cup up and a cup down, and then sent out a couple of sister sizes as well. Of course then they’d really need to expand their size range, since what they sell is easy to find in stores, and the niche for people who need to try things on from orders online, is well, basically everyone outside of the size range they offer.

    • Really good point– I think the idea of sending different sizes to try definitely has merit. And the fact that they cater to easier to find size ranges makes it less valuable, as the people who are searching for good fit are those who are usually outside of that range.

  8. Thanks for posting this… I have to admit, i was hoping someone would speak out about this issue. They basically make a mockery of what us bra fitters do!!! Plus, it was a bit unsettling to read the CEO’s post about the “disgusting” Americans who never wash their bras. Completely untrue!!!

  9. I break their calculator, so obviously I haven’t tried them. I’m generally opposed to any companies that use one mysterious algorithm though, as it seems more like a way to lock in customers than to get people into bras that fit. I’m a little nervous about Braologie for the same reason – they say that their bras have a unique fit and that you can’t judge them by standard fit standards while they don’t tell you how they get there or give you any objective criteria to judge for yourself.

    From a marketing standpoint, these algorithms are great because once someone gets into the system it’s harder to go somewhere else and compare sizing. That isn’t generally a system that is set up to help the customer though.

  10. I remember running myself through their algorithm a few times when they first opened. I was a 34GG at the time (and edging towards a 32 band now) so obviously was sized right out of their range. I answered it like an F cup would fit me, and also answered it like my old 38Fs would fit and… surprise…. I got fitted back into the same sizes.

    I wrote them quite the lengthy comment requesting more sizes and actual examples of what the fitting and problems should look like. How does the average, uneducated bra consumer know when their bra band is too tight? Why don’t they actually provide any education?
    It’s a really terribly implemented idea.

  11. I tried the service out for research and one bra fit fabulously but the rest fell flat. I wanted to browse their selection and choose sizes for myself, but could not seem to do so. At our boutique, we educate our customers during a fitting so they know what to look for in a proper fit. In the rare instance we don’t carry the size they need, I personally go on a web search for them and suggest other retailers. There’s nothing to be gained by selling a woman a bra that doesn’t fit properly – she will figure it out sooner or later and never want to shop with you again. xx!

  12. I like that they gave some fitting tips, but after I got my “expert” evaluation on my bra fit they gave me the completely wrong size. They determined I’m a 32E when I KNOW I’m a 30G. And searching for bras outside of the size they recommend seems pretty much impossible. I also find it frustrating that they don’t even offer cup sizes beyond F, at least not in their fitting assessment.

    • Thanks for sharing your experience! I have tried to communicate with them about improving their service, but they continue to push out misleading ‘fit tips.’ Saying what sizes they carry up front would also help a lot and stop people from being pushed simply into the sizes they carry rather than the sizes that would fit them.

  13. They *really* should advertise right up front that they are not for plus-sized women or women with large breasts. My first clue should have been that my current favorite bra brand, Lane Bryant/Cacique, was not listed. I then was only mildly shocked to find that their band size didn’t go above 38, and their cup size didn’t seem to quite match up with my current bra, but I figured that maybe I could stand to go down to a 38 so I soldiered on. But when I got to the part where they ask my dress size, and the size doesn’t go above 16, I finally quit. And frankly I was ticked that I’d wasted a few minutes and had a lot of hopes dashed.

    • Lilly, I agree! Shopping for any bra when you are a plus size is a total nightmare. I’m old, plus-sized, but married now, and would love to buy a SEXY bra, dammit!! I need to go to a plus-sized store to be fitted, but will I be fitted properly? The last time, I was told I was a particular band size, I could barely breathe when I finally got it on. Are these teeny girls who work in a plus-sized store bra-fitting experts? Plus, I have narrow shoulders, guaranteeing bra strap slippage, and also abhor wired bras. I WAS going to give this place a shot, but I guess I need to find a local (I moved out of state) plus-sized store and go through the embarrassment of being measured.

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  15. My shipment is coming in tomorrow. I’m pretty excited as the draw to True and Co for me is that I get to try on bras on my own time and in the privacy of my own home. I hate, hate, hate shopping for bras. I’ve never been to a boutique dedicated to bra-fittings (Victoria’s Secret is useless) but I just love the convenience factor. I will say though that I think I’m a 34A and not very special in terms of my bra-fitting needs.

    • It’s the “think” part that is the problem. If you’re not a 34A, then no matter what you try on, it’s not going to fit properly. I’m curious how you came to the conclusion of your bra size if you’ve never been fitted before.

      What did you think of your True & Co bras?

  16. I tried them out as part of an experiment, research I’m doing on box subscriptions. As a lingerie designer, I have the benefit of knowing bra fitting, and my real size – as well as the size that dumb shops like VS would stick me in. (32C/D. Though im really a 28DD or 30D). I challenged the algorithm and it failed to identify this at all! However upon further poking around I discovered it may be because they dont even carry the size I need – so why would they ever suggest my real size – they wouldnt make a sale! Truly unimpressed and I totally agree with your point about muddling an already confusing issue.
    I’d love to talk with you a bit about this for my research, if you’re interested, please email or reply – thank you!
    -A

  17. I tried True & Co back when I thought Victoria’s Secret was that they made bras that fit me. I said I was a 36DD which was the same size VS put me in even though the cups were never full and the band didn’t fit properly. I finally went to a pro who measured me at a 34F. I decided to try T&C again. They sent me some 34F’s, a 34G, and a 34E. Not a single one of them fit well. Even the ones in my size were too small in the cup and caused me to spill out over the top. I’ll just stick with my local lingerie store from now on. True & Co. really doesn’t know what they’re doing.

  18. I’m actually a convert. I’ve hated bra shopping with a passion most of my life. Uncomfortable, too much pressure from pushy sales people, hot fitting rooms I feel rushed to get out of, etc. When I ready about True&Co., I thought it was a joke. I took the quiz, and thought they were nuts. My best-fitting store-bought bra was a 36B, and that particular one was still a bit snug in the cups. (Yes, I know about scooping and lifting.) So I was sure they made a mistake when some of the recommendations were 34B and 38D! For shits and giggles and a $45-deposit with free shipping, I ordered both of those, and a few others. And then came the WTF. Both of those bras FIT. I sent a few back and ordered another box. My favorite, and best-fitting, is a 36A from Princesse Tam Tam. The company accounts for fitting differences from one maker to another, and even one bra to another from the same maker.

    They’re still a start-up company and are still working out the kinks. I think places like Victoria’s Secret does women a greater disservice by using non-standard bra size charts (in reality, there isn’t truly a standard chart), and by making women feel rushed, it’s too easy to walk out with a bra that isn’t your best fit. Truly professional lingerie stores with real experts are often far more than many woman can afford.

    As for ordering from a catalogue, shipping both ways can be pricy enough that a lot of women just keep, and wear, a bra they know doesn’t fit the greatest.

    True and Co. isn’t perfect by any means, but I’ve been very satisfied with them, especially for being such a new company. I really like that there’s no financial risk, not even shipping. If you like nothing, you’re out nothing.

    • I’m really glad that they worked for you. I think that what it makes clear is that different bra shopping solutions work for different people and there really is no ‘one size fits all’ approach. Also, Princess Tam Tam is such a gorgeous brand I’m so glad they could work for you.

  19. Funny, because after reading several blogs from 6 or more months ago, I decided to try out their fitting advice, and they now have almost exactly what (I believe) Sweet Nothings suggested. After I put in “Freya 28E” as my best fit, a message popped up saying something like “sorry, we don’t have that size right now, but sign up for email for if we expand in the future!” Well, at least they’re honest NOW about not having a size available! :) I just wish they really would expand, it sound like an AWESOME experience to be able to try on bras before buying online, especially since they also got rid of their deposit. I live in the U.S. and at least 5 hours away from the nearest bra boutique that would hold a wider range of sizes, and buying online and waiting for the shipping just isn’t practical, especially if I have to make returns. I need better fitting bras NOW!! And I don’t want to have to pay full price if they don’t fit! :)

  20. I agree with Savvy, I saw the message that says they don’t have my size now, but only AFTER I had received their bra shipment in the mail and told them I was returning the bras because the band was too small. I think it’s a shame, because I like the idea of trying at home, but it seems like they have a limiting selection of sizes, at least for bustier women.

  21. You have posted a rather lengthy blog, and your strong opinion is very apparent. Did you personally try them yourself, or is your opinion based off of the experiences of others? I was very skeptical for all the exact same reasons. I have researched all the various “fitting methods” and come up with a different result. I have been wearing a 38D for several years, but have recently lost a little weight and my bras were getting a little “big”. Figured I’d be about a 36D (using a tape measure and common fitting methods), went through their quiz and they kept coming up with 38DD. I thought “no way! they’re crazy!”. But I actually tried their suggestion – I ordered 2 36Ds, a 38DD (just to humor them – and prove them wrong), and they selected a 38DD in one brand and a 38D in another. ALL 5 BRAS FIT PERFECTLY! So, as much as we try to educate ourselves on “proper fit / measuring”, just like every other clothing manufacturer, sizes vary by maker. I don’t disagree that they do nothing to educate women, but so much for educating when there’s no consistency in sizing. I loved the convenience of trying on in the privacy of my own home where I can relax, take my time and try on various shirts, blouses and sweaters with each bra. Searching department stores or specialty stores has always been a long, 2-hour miserable ordeal. This was a great experience for me!

  22. I saw an ad for them and thought the box of 5 idea that you get to keep or return was great.. until I took the quiz. I’ve been sized more than once at Victoria’s Secret. I know what it means if the band rides up or the straps slip off. I know that I wear between a 36C and 36D depending on the bra. I also answered in the quiz that I prefer push up and padding for modesty and fill, and yet they told me I needed to go up a cup size and offered bras without any padding or even LINING! (But the size I currently wear is padded, so I would need the smaller cup size or I would be loose in the cups!). I even changed my answers in the quiz and got the same result. I will stick to what I know.

  23. My first properly fitting bra was a complete revelation. And my first proper sports bra (Enell, I love you!) changed my life. I was hoping that True&Co would be an easy way to discover some new brands, since pretty much all my bras are the nearly the exact same Freya bra. I had to check their website for months before there were more than three options in my size (32E). Finally, I ordered a box, and it came two weeks later. They do actually say that it could take that long, but I don’t see why anything should take that long to ship. Maybe I’m too used to Shopbop and Nordstrom, but two weeks?! Anyway, nothing fit properly, which unfortunately is just going to turn me off from these brands unless I can try them on in stores.

    I then placed a second order for a really cute special occasion bra that they claimed would fit me (size M). I should have known better. It came today (after another two weeks), and it is a total joke. Band is huge, cups are tiny, and I have to go to the post office again. Except that the website won’t let me return it! It asks me why I want to return, but then says I’m going to keep it. Ughhh. Once this is resolved it will be my last interaction with them. Bummer.

  24. Interesting post…I tried True & Co’s quiz yesterday and answered that I was wearing a 36A on the tightest clasp and that there are always gaps in the cup. Their answer…wear a 36A. I was wondering why, no matter how I changed my answers, the size always came out the same. I ordered 5 anyway just to see how different brands fit…hoping for the best!

  25. True & Co. is completely deceptive. They encourage you to choose a limited number of bras plus a limited number of their other products such as shorts, panties and leggings. The deceptive part is that they encourage you to fill the limit because there is no cost to try them on at home and return what you don’t want, and pay only for what you keep.

    Then, when the package arrives, you try on the stuff and determine what you will keep and pack the others up for their return.

    Next, the email comes which informs you that if you have opened any packaging (i.e. in order to try it on) you may not return the item. So, at $22 to $33 a pop for a 2 or 3 pack of panties, if you remove a pair from the packaging, you must keep all of them and may not get a refund.

    If you look closely, they have a seal on the package with big bold letters that say “TRUE” and in tiny letter under that it says “No return if seal is broken.” They count on customers not reading this, such was the case with me, because the customers are not expecting to be penalized for trying something on that was sent to them to try-on.

    Then, you read the fees and penalties and rules where they have your credit card number held hostage and can’t wait for you to break a rule so they can sell you everything they sent you plus a fee and/or penalty for breaking the rules you were just informed about after it is too late to opt out of the whole deal.

    I am sending back everything I don’t want whether the seal is broken or not because that’s what I agreed to. If they try to charge my card anyway, for the things I shipped back to them, they will get a nice time-consuming, very costly letter from the District Attorney in their district and one from my district. I have to tell them this and follow through if they don’t make this right with me.

    By the way, they consider leggings and shorts to be “panties” and are yours to keep if you try any of them on before deciding to buy. You open them, you buy them. That is their tune after they are done tricking you with their bait tune.

    This is deceptive, fraudulent business practice. I would stay away from this company and let them fall and self-destruct as a result of their own doing. Shame on them.

  26. I loved the idea of this and gave them a try. The bras were a nice quality, nice material and styles I like but the size was all wrong. When I went shopping around the website in general (instead of their recommendations) I realized they don’t have a large variety of sizes available. If you are a pretty typical size you are probably fine, but then you probably wouldn’t need a service like this anyways. I’m a 32DDD, which they don’t offer. They don’t have any 32E sizes and hardly any E sizes in general. Really disappointed. I wanted to love them.

  27. Umm — cautionary word here — I ordered and found that only 1 out of the 5 were comfortable. I kept the one and found out after wearing it [away from home] that the straps would not stay tightened. Something is wrong with the little buckle thingies. True and Co. will not allow a return now [of this $45 bra] because it is passed the 5 days and has been worn. Quite the loss for me!

  28. I had a great experience True & Co. Although skeptical of the bra-fitting questions, I did answer and was told that I should wear a 34DD. I have worn a 36C for many years, even been measured at bra-fitting events and in dept. stores. I thought it must be a mistake, so I went to Kohls and tried on a dozen or so in the new size and I love the new fit!! Worked for me!

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  30. I have to call this out as brand bashing.

    Are you in the size range of True&Co’s products? I ask because it doesn’t sound like you actually tried anything on. Acting on the algorithms advice is the most important step, and it’s helpful to challenge your expectations by going through the actual fit process.

    My experience with bras is that one brand’s fit won’t necessarily lend to another. This is the biggest difficulty with bra fit, one that True&Co is trying to solve.

    To painstakingly enter in data on 60 different measurement points for each bra I imagine is somewhat limiting to inventory.

    I wrote a rebuttal of sorts on my blog and I hope you’ll read it: http://songbirdsbranch.blogspot.com/2014/09/trueandco-reviews.html

    I saw you responded to someone else in this comment thread casually saying that it might work for some people. I found your statement that they’re “profiting off ignorance” to be totally maddening.

    The bottom line is, True&Co provides a totally free service. The endgame is to decide for yourself whether a bra fits. True&Co will continue to improve and expand inventory as they can, in the meantime we can be grateful for the multitude of things that they DO get right unlike so many brands.

    If you fit their size restrictions, since it’s been over a year, I hope you’ll revisit their brand and keep some of the things I outline in my blog post in mind.

    • Well, they are profiting from ignorance. If I answer the quiz as I would have a year ago, they would have recommended a wrong size for me; I was wearing 34C, they recommend a 32D, and I wear a 28E! I would have bought bras from them and over time realized that they did not fit either! Their quiz is a step in the right direction. However, it is not very good and for most it will only help get a closer fit, not necessarily the best fit.

      Their questions are incomplete and some of them (dress size, pajama size) are useless in bra-fitting. For example of an incomplete question, where is shallow or conical for breast shape? Fitting a shallow shaped bust requires a very different bra than to fit a projected bust. When it asks about your current bra fit issues, it also doesn’t have many of the indicators of an ill-fitting bra.

      There is nothing wrong with purchasing bras from them, but their quiz is misleading. Following the results of the quiz will not help most of the women wearing the wrong size, causing them to waste money and still be unsatisfied. That is what The Lingerie Lesbian is saying. She is commenting on the quiz. As an aside, True & Co isn’t a brand of bras. They retail merchandise made by other companies.

      To date, the best place to get fitting advice online is reddit.com/r/ABraThatFits. They have calculators, guides, and diagrams that blow True & Co out of the water. I would never recommend T&C’s quiz (but I would recommend their store) because I don’t see the point in advocating an incomplete and misleading fitting method that is only marginally better than other false quizzes.

    • 1.) True & Co. is not a brand. 2.) How exactly did you conclude that her review (of which, a review by definition is exclamation of opinion based on personal experience) was “brand bashing”?

  31. Pingback: Bra Algorithms Trace Feminine and Market Curves - PSFK

  32. Thank you so much for writing this article! I absolutely abhor this company and wasted $88 with them. The two bras I purchased do not fit at all and I’m not allowed to return or exchange them. Their bras have no better quality then any regular store like Kholes. Great article.

  33. I absolutely agree! Being an “odd” bra size, I find it extremely tough to find one that fits and is also semi decent looking so when I stumbled upon the True & Co. site, I had a glimmer of hope that someone had finally created a site dedicated to addressing this reoccurring problem. I was very disappointed to go through their questionnaire only to find that they didn’t carry ANY bras in my size. Wow guys, super groundbreaking new concept, another store lingerie store that only carries bras for about 20% (if that) of the population. Way to further isolate us and force us to think that our size is somehow odd. Now, in my opinion, there is really nothing that odd or uncommon about my size. I am 5’6 and 130 lbs and my bra size (or the closest I’ve ever found to a good fit) is a 32DDD but the cup is a tad small and the shoulder straps always fall. A 32DDD sounds like I’m very thin with really big ones, kind of disproportionate but I truly look pretty proportioned, am not at all overly thin and I have neither surgically or otherwise modified myself in any way (not that there’s anything wrong with people who do) and I think if more women were properly measured, they’d find that both their cup and band size are wrong. If we all knew our true size, I feel like there would be a lot of women who would discover that their cup size should be larger and their band smaller. Before I was properly fitted, I would buy a 38C or D because that was the only cup that came close to fitting but the band was so loose but at a store like VS, you simply can hardly find a 32 band with a D cup let alone a DDD. So, thank you, True & Co for giving a false sense of hope and then being completely useless. Thank you for the great review, though, it was spot on!!

  34. It’s a shame that si many seem to have found this service lacking. I love it. I gave spent endless hours trying on bras on department stores, target, Victoria’s, you name it. I’m not crazy large, but still large enough to feel like I’m regulated to the spinster isle whenever I am bra shopping. Admittedly, my experience with True & co.’s bras haven’t been 100% positive, but I’m willing to go with 90%, easily. Ive bought from them at least four times now, and the one time I did return an item it was no hassle at all. The thought of having to return to trying on bra after bra and leaving the store empty-handed and with a bruised self-esteem is terrifying. Their offerings fit, are pretty, and hold up for a good long while. I do wish they’d offer a wider variety of styles in the larger sizes, but, if I have to trade off that variety for the confidence of knowing I’m getting a bra which will fit me and I’ll love, that’s good with me.

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