Q&A With Heidi ZakHeidi Zak (left) and Ra'el Cohen, founders of ThirdLove. Continuing her crusade against Razek, Zak further describes Victoria's Secret's ignorance, noting how obviously they market towards men selling a male fantasy to women” and the complete disregard for the reality we live in: the reality where women go to work, breastfeed their children, play sports, care for ailing parents, and serve their country” and aren't limited by archaic ideas of femininity.
When I started ThirdLove, I set out to create a brand that all women could rely on. So with a promise like Bras and underwear for every body” comes a responsibility to uphold it. It's not an empty tagline that we preach because it sounds nice; it's a way for us to hold ourselves accountable….
Using her experience in both retail and tech, Heidi co-founded ThirdLove in 2013 with the mission of building a better bra, one that fit perfectly and instilled confidence in the woman wearing it. Featured in Forbes, Fast Company, CNBC, and Fortune, Inc., ThirdLove is consistently hailed for both its innovation (half-cup sizes!) and commitment to inclusion and diversity.
Women can now size themselves accurately in the comfort and privacy of their own homes using the ThirdLove Bra Sizing App , in addition to a Fit Finder quiz facility on the company's website, while the company has also developed half-cup sizes for all cups from A to E.
That's something that really resonated with me, and when you think about how that applies to the company here, I think I also have expectations that people ask a lot of questions, own their own journey… And I think those are really important pieces of running a successful business as well.
In the midst of his many incendiary comments objectifying women and essentially describing the brand and the fashion show as a male fantasy, Razek also seemed to single out the upstart lingerie brand ThirdLove—dismissively—as the counterpoint to Victoria's Secret.
Once the company helps customers find their size, it's easy for them to order and reorder. Co-founding ThirdLove has been a rewarding experience for Zak. Heidi Zak A screenshot of David Spector's Instagram Story about Victoria's Secret. Heidi Zak says she's on a mission to find the perfect bra for every woman.