True & Co.

True & Co. emerged from Michelle Lam’s dissatisfaction with the process of buying bras in conventional fitting rooms. The company sought to make fit discovery more comfortable and systematic by asking shoppers questions about their preferences and fit experiences, then using an algorithm to recommend sizes and products. It released a beta service in January 2012 and formally launched in May 2012. The brand’s early model combined online guidance with product selection. It sold bras made by other lingerie companies while also developing its own branded collection. This combination allowed True & Co. to function both as a multi-brand online retailer and as a proprietary lingerie label. Its data-guided approach attracted comparisons to subscription and recommendation businesses, and press coverage sometimes referred to it as the “Netflix of bras.” The founding group changed during the company’s early development. Lam initially founded the business with Aarthi Ramamurthy, who later left after internal disagreements. Dan Dolgin was then hired and received a co-founder designation, although he subsequently departed. In 2016, Beatrice Pang, an operations executive formerly associated with Microsoft, was named a further co-founder. The changes indicate that the company’s leadership structure developed alongside its expansion from an early startup concept into an operating retail business. True & Co. experimented with an offline extension of its digital proposition in May 2016, when it launched a Try-On Truck. The mobile fitting-room concept was intended to give customers an opportunity to try lingerie while receiving a more guided experience than ordinary store shopping. The truck was later discontinued, but it represented an attempt to merge the company’s fit technology and personal service with physical product trial. In March 2017, PVH acquired True & Co. The brand became part of PVH’s Heritage Brands division, where it was positioned with a group of established apparel and intimate-apparel labels. Warner’s and Olga were particularly relevant portfolio neighbors because they also operated in lingerie, while Izod, Van Heusen, Arrow, and Geoffrey Beene represented other categories within the division. PVH later divested the brand. In November 2023, Basic Resources, Inc. acquired True & Co. along with Warner’s and Olga. The sale placed the brand under a company associated with intimate apparel rather than within PVH’s broader heritage-label structure. Available reference material does not provide a detailed account of subsequent management, product launches, financial results, or international operations. The brand is therefore best characterized as an active American lingerie business with a digital fit-personalization heritage and ownership by Basic Resources.

• 2023

  Sold to Basic Resources

  [1]True & Co.en.wikipedia.org

  Basic Resources, Inc. acquired True & Co. from PVH together with Warner’s and Olga.

• 2017

  Acquired by PVH

  [1]True & Co.en.wikipedia.org

  PVH acquired the brand and integrated it into its Heritage Brands division.

• 2016

  Beatrice Pang named co-founder

  [1]True & Co.en.wikipedia.org

  Operations executive Beatrice Pang was named a co-founder of True & Co.

• 2016

  Try-On Truck introduced

  [1]True & Co.en.wikipedia.org

  True & Co. launched a mobile lingerie fitting room, later discontinued.

• 2012

  Beta service released

  [1]True & Co.en.wikipedia.org

  True & Co. released a beta version of its online lingerie recommendation service.

• 2012

  Official launch

  [1]True & Co.en.wikipedia.org

  The company officially launched its online bra-shopping and fit-recommendation service in May.

A digitally enabled lingerie brand focused on fit personalization, online convenience, and a less intimidating alternative to conventional bra shopping.

• Lingerie

  True & Co. bra collection

  True & Co.’s proprietary bra range forms the core of its branded product offering. The collection is presented within a fit-oriented shopping model intended to help customers identify suitable sizes and styles through online questions and recommendations. The available reference material does not specify individual current styles, materials, pricing, or assortment breadth.

• Lingerie retail

  Multi-brand bra assortment

  In addition to its own products, True & Co. sells bras from other lingerie lines. This multi-brand assortment supports the company’s role as a curated online retailer and allows its recommendation process to direct customers toward products beyond the proprietary collection. Specific partner labels and the current assortment are not identified in the supplied material.

• Digital shopping service · 2012

  Online fit questionnaire and recommendation algorithm

  The company’s principal service is a questionnaire-based fit-discovery process. Customers provide information about their preferences and prior fit experiences, after which an associated algorithm recommends bra sizes and products. The service was designed to reduce reliance on fitting-room visits and make bra selection more guided and personalized.

• Mobile retail experience · 2016

  Try-On Truck

  The Try-On Truck was a mobile lingerie fitting room launched in 2016. It extended True & Co.’s online fit proposition into a physical setting, giving customers an opportunity to try products with a more curated and guided experience. The initiative is no longer operating.

• 2016Try-On Truck

  United States

  True & Co. introduced a mobile fitting-room experience that brought its lingerie try-on and fit-focused service to customers outside a permanent retail location.

  Outcome. The mobile fitting-room initiative was later ended.

  Source

• 2023

  Divested the brand to Basic ResourcesM&A

  Background

  PVH sold several intimate-apparel brands as part of a portfolio transaction.

  Action taken

  Basic Resources, Inc. acquired True & Co., Warner’s, and Olga from PVH.

  Aftermath

  True & Co. moved out of PVH’s Heritage Brands division and into Basic Resources’ ownership.

  Source

• 2017

  Accepted acquisition by PVHM&A

  Background

  The digital lingerie startup was acquired as part of PVH’s expansion and management of its brand portfolio.

  Action taken

  PVH acquired True & Co. and integrated it into the Heritage Brands division.

  Aftermath

  True & Co. operated alongside PVH brands including Warner’s and Olga in intimate apparel.

  Source

• 2016

  Launched the Try-On TruckProduct launch

  Background

  The company sought to complement its digital fit recommendations with physical product trial.

  Action taken

  True & Co. launched a mobile lingerie fitting room.

  Aftermath

  The initiative was later discontinued.

  Source

• 2012

  Adopted questionnaire-led online fit recommendationsStrategy

  Background

  The brand was created in response to dissatisfaction with traditional bra shopping and fitting-room experiences.

  Action taken

  True & Co. built its service around customer questionnaires and an associated algorithm that recommends bra sizes and products.

  Aftermath

  The approach became the central differentiator of the online lingerie business.

  Source

• 2023

  PVH sells True & Co. to Basic Resources[1]True & Co.en.wikipedia.org

  M&A

  PVH sold True & Co., together with Warner’s and Olga, to Basic Resources, Inc.

• 2017

  True & Co. acquired by PVH[1]True & Co.en.wikipedia.org

  M&A

  PVH acquired True & Co. and placed the brand in its Heritage Brands division alongside Warner’s, Olga, Izod, Van Heusen, Arrow, and Geoffrey Beene.

• 2016

  True & Co. launches a mobile Try-On Truck[1]True & Co.en.wikipedia.org

  Campaign · Product launch

  The brand introduced a mobile lingerie fitting room designed to extend its online fit-focused service into a physical trial environment. The initiative has since ended.

1. 1True & Co.en.wikipedia.org