True & Co

True & Co is a new kind of intimate apparel brand based on one simple ideal: for all of us, every woman, to feel comfortable in our own skin.


True&Co makes bras for women and the bodies we live in.

True&Co began with a question: what do women want in a bra? Our community of women had a lot to say. So we listened closely, and began creating different kinds of bras and underwear, the kind that women could live in: soft, stretchy, supportive, pretty, confidence-boosting, and above all, designed and made for comfort.

From our beginnings (in our founder Michelle’s living room), creating the very first fit quiz, we’ve made it our mission to listen to the voices of women. When we dare to be true - especially when it comes to our bodies - thoughts, people, culture and ultimately the world we live in changes.

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