1. Face It: Your Bra Sucks. This MIT Grad Is Going to Fix It

    Face It: Your Bra Sucks. This MIT Grad Is Going to Fix It

    Bras, tampons, and condoms are multibillion-dollar businesses that haven't changed in decades. Inside the rehab of the panty drawer.

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    1. It turns out, 37 percent of all women fall between cup sizes.
    2. Dorothy was what the industry deemed a perfect 34B in terms of circumference, shape, and the way she filled out a bra.
    3. I get pitched so many ideas that it's rare for me to even pick up the phone to follow up.
    4. These industries are so antiquated, but nobody's approached them because it's very hard to dynamically change an industry or really innovate if you don't inherently use it and understand it at its core.
    5. That business is no different than ThirdLove.
    6. Had I known how complicated it was to do what we're currently doing, I never would have started it.
    7. I always liked the tangible element of physically selling something and understanding how you build and scale a brand.
    8. Your average woman has two or three bras she wears 95 percent of the time, and then she has eight others that just hang out but don't fit. She never wears them.
    9. Most people think of a bra as a sexual object. It's actually a highly technical garment.
    10. Our strategy was to roll out multiple styles to see which one resonated.
    11. The details in a bra have been ignored by all the big players because they're so focused on cost.
    12. We did a lot of trips and late-night wine-and-dine dinners with manufacturers.
    13. We worked with their R&D team to create a lightweight memory foam that molds to the shape of a woman's breast and feels like a second skin.
    14. Our fit gets better as we grow because of the data we collect and what we learn from customer feedback.
    15. The biggest complaint about strapless bras is the constant tugging up women have to do, most strapless bras have cups that are a C shape, which causes what we call the muffin top.
    16. We've sold out certain sizes and are scrambling to up production.
    17. You wouldn't want to buy a shoe that didn't have half-sizes. Why would you want to buy a bra without them?
    18. Think about how Under Armour took on Nike and Adidas.
    19. Women founders are starting companies because they have a certain issue they encounter in their life and they think they can create a better experience.
    20. I got the Medela Symphony [breast pump] because it works fast and is the most efficient.
    21. Forty percent of all condoms are purchased by women, and 21 percent of all sexually active single women use them regularly.
    22. Nitrosamines have been regulated in pacifiers because they're released in moist conditions.
    23. The MTA found it offensive--but not the breast-augmentation ads.
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