True&Co Takes $2M Seed Funding From First Round, SoftTech, Others To Shake Up The Bra Industry

The women's liberation movement once taught ladies to cast off their bras in solidarity and empowerment; now a new startup, founded by two women, is inverting that formula to make sure that when you put it back on, that bra fits like a glove. True&Co is launching an online bra fitting service and shop that takes a very traditional (and tedious) process -- finding bras you like that actually fit well -- and makes it quick and kind of fun, and it is doing it with $2 million in seed funding from a great list of investors: First Round Capital, SoftTech VC, Aileen Lee, Softbank Capital and former LinkedIn executive Ellen Levy. (Lee's investment comes from her new, yet-to-be-named seed fund, True says.)

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True&Co Takes $2M Seed Funding From First Round, SoftTech, Others To Shake Up The Bra Industry

True&Co Takes $2M Seed Funding From First Round, SoftTech, Others To Shake Up The Bra Industry