How often do you look in your underwear drawer and have the realisation and dread that you have to go out and buy new bras?

Recently, the New York Times looked at several companies who are designing underwear for women by women. Like many people, Heidi Zak hated bra shopping. She was working at Google in San Francisco as product marketing manager and was inspired back in 2012 to build her own brand, ThirdLove. Her e-commerce site offers basic but stylish under garments. 

Her company joins a growing number of line that are reinvigorating the market including Adore Me, Lonely and Lively who are making it even easier to shop underwear using easy to use website, clever campaign imagery, smart fit options and creative social media channels.

Rather than being sexual fantasy like Victoria’s Secret they focus on empowerment, confidence and comfort.

Read the full article from the NYTimes.

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