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Out of the Ordinary

Ex-Microsoft employees create algorithm to combat bra sizing problems

Jason Evangelho

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2 ex-Microsoft employees have created an algorithm to take the stress out of shopping for ladies undergarments.

Ladies, ever had the joy of going bra shopping or going along on a bra shopping trip? We know it’s no trip to the candy and puppy store, but ex-Microsoft employees have used their geek credentials and created an algorithm to take the stress out of shopping for ladies’ undergarments. Aarthi Ramamurthy and Michelle Lam launched True & Co on Wednesday. The website allows women to choose the best possible bra from the comfort of their own home.

No more shopping trips where you try on dozens of bras to only find one that fits. True & Co uses an algorithm based on unwritten rules that the top lingerie experts use when fitting a bra. No measuring tape or trip to the mall needed. The site asks you to take a quick survey that includes questions about your shape and current undergarments. Based on the answers, you are given customized store to pick three bras from. The other two bras are picked by experts also using your answers.

The bras cost no more than some popular lingerie store’s undergarments. Their selection costs $45, even from some high-end brands. For a deposit of $45, you are sent the five. Don’t like any? Send them all back at no cost. You only pay for those you keep.

There haven’t been any reviews of the service as of this time. It will be interesting to see how well an algorithm works for a variety of women.

[via NY Daily News]

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