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ThirdLoveis an American company producing and selling bras, underwear, loungewear and nightwear. ThirdLove was the first bra and underwear brand to offer trademarked half cup sizing and a mobile app allowing women to measure themselves at home. It also uses a technology referred to as Fit Finder which combines machine learning algorithms and customer feedback to select the best bra size.hirdLove was founded by husband and wife Heidi Zak and David Spector. They left their jobs and launched the company in a loft in downtown San Francisco in November 2013. Through a Craigslist ad, the company gathered one hundred participants, who were told to take a photo of themselves wearing a tight tank top over their bras. While the R&D session was intended to refine an app for calculating bust size, Zak found that the bras themselves needed improving. When the participants tried on ThirdLove’s bra prototype, they found out that 37 percent of them fell between cup sizes.