Home / Knowledge / News / Apparel/Garments / True&Co debuts intimates line designed by 200,000 women
True&Co debuts intimates line designed by 200,000 women
23
Oct '13
True&Co, the online lingerie retailer pioneering data-driven fit for the apparel industry through a quick and easy online fit quiz and a free home try-on service, announces the launch of their debut private collection, She Walks in Beauty (+ Light).

The collection will feature 10 modern and unique intimate apparel pieces, was designed from the company’s proprietary algorithm behind the scenes that has tracked more than 200,000 members’ fit data over the past year.

“In a world of personalization, we have created the most intimate, personal shopping experience online today,” explains True&Co’s co-founder and CEO, Michelle Lam.

“We are introducing data-driven fit and design for the apparel industry, beginning with lingerie. We started by collecting the largest, most comprehensive dataset of real women and how their intimates fit, then we created the only apparel company to use this type of data to drive critical product development and manufacturing decisions. This is truly lingerie designed for women by women - all 200,000 of them. We are offering this product line exclusively through our unique personal shopping experience and a risk-free home try-on service.”

In dreaming up a concept for her first private label collection, Lam recruited Creative Director, Nikki Dekker, co-creator and designer of boutique lingerie line The Lake and Stars to infuse her sophisticated and edgy, yet always feminine, design aesthetic into the line. The collection includes silk separates, bras in triangle, push-up and long line styles and matching panties.

“This collection marries Nikki’s sharp eye with the fit know-how of True&Co,” Lam said. “Together with our amazing community, we’ve designed a bra that we know will fit, flatter, and provide a totally new pop to any woman’s lingerie drawer.”

Focusing on creating garments that are both visually interesting and versatile, Lam and Dekker chose high-end, luxurious fabrics that are soft to the touch and can be layered under garments both within and outside the collection, making it easier to transition from day to night.

The collection features patterned straps, modern cut-outs and contrast closures in a palette of black, charcoal, mint, nude and poppy. True&Co also leveraged its proprietary data to make smarter manufacturing decisions, partnering with world-class intimate apparel manufacturing companies to make high quality intimates.

True&Co


Must ReadView All

Serbian economy minister Goran Knezevic (left) and Taypa president Mesut Toprak after signing the MoU. Courtesy: Serbian Government/SeeNews

Textiles | On 20th Oct 2017

Turkish group Taypa to build textile factory in Serbia

Turkish textile group Taypa will invest euro 35 million ($41.2...

China’s textile & apparel exports rise 4.3% in Sept ’17

Textiles | On 20th Oct 2017

China’s textile & apparel exports rise 4.3% in Sept ’17

Registering an increase of 4.3 per cent year-on-year, the exports of...

Courtesy: Messe Frankfurt

Textiles | On 20th Oct 2017

Heimtextil to focus on textile solutions for architects

Heimtextil 2018, world's leading trade fair for home and contract...

Interviews View All

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.9%
No
13.2%
Skip
8.8%

Total Votes: 68

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.8%
No
27.9%
Skip
10.3%

Total Votes: 68

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.3%
No
10.3%
Skip
4.4%

Total Votes: 68

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.0%
No
11.8%
Skip
13.2%

Total Votes: 68


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search