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The ABC Alphabet Bra set the standard for bra sizing that is still used today. By the early 1940s, the company was profitable again, bringing in $1 million by 1947. [ 18 ] Sales of bras, girdles, and the cross-promotion of the Merry Widow line of corselets with the 1952 Lana Turner movie of the same name , led to record profits.
Lam founded the company after becoming frustrated with trying on bras in fitting rooms. [ 8 ] In March 2017, True & Co. was acquired by PVH , [ 9 ] and was integrated into the Heritage Brands division alongside intimate apparel brands Warner's and Olga, sportswear brand Izod , and dress/casualwear brands Van Heusen, Arrow , and Geoffrey Beene .
Beyond its extensive size range — which even includes half cup sizes like A ½ and E ½ — the soft and smooth fabric of Third Love’s wireless bra won me over.
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