Disruptor Journey: True&Co

Date & Time

Wednesday, November 13, 2019, 11:00 AM - 11:30 AM

Michelle Lam


The San Francisco-based lingerie company launched in 2012 to solve one of women’s most misunderstood tasks: finding the correct bra size. As the first retailer in the intimate apparel industry to utilize an algorithmic “fit quiz,” True & Co. recommends bras based on the individual’s body and preferences - and utilizes consumer feedback to build better bras for diverse body types. Co-founder and President Michelle Lam will explain how True&Co.'s focus on personalization and customer data has made it “the Netflix of bras" for more than 7 million women and attracted the attention of traditional apparel maker PVH Corp.

Location Name

Technology Learning Lab

Full Address

Hyatt Regency Chicago
151 East Wacker Drive
Chicago, IL 60601
United States