Imagine having twelve bras, and none of them fit you. That's the frustration ThirdLove founder Heidi Zak felt in 2012 when she decided to stop the madness and team up with bra designer Ra'el Cohen to design their very own bra. But not just any bra. They set out to create a bra that fit so well you would never have to think about it. To do that, they would use millions of women's measurements rather than the primary standard templates that most companies use to ensure the best fit possible. One year later, Heidi's first bra for ThirdLove launched to the world.