True&Co co-founders Aarthi Ramamurthy and Michelle secure funding from investors for bra shopping.

By Ingrid Lunden (Writer, TechCrunch)

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.)

The company is playing on the idea of a modern woman, who may love to shop, but either doesn’t have the time or doesn’t like the selection or experience shopping closest to where she lives. That woman is likely to already be experienced in buying things online so is already semi-initiated.

» Read the full article at TechCrunch.