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"It was only a matter of time: True&amp;Co, a retail site that helps shoppers find perfect-fitting bras \"via algorithm,\" announced Monday that it is launching its own label.\nThe new private collection, called She Walks in Beauty (+Light), is now among the hundreds of intimate-apparel products offered to shoppers. Designed by new creative director Nikki Dekker, the collection features 10 pieces, including bras, panties and silk separates in black, nude and mint hues. Prices range from $22 to $88.\nSee also: 11 Startups Reshaping NYC\u2019s Fashion Industry\nThe 2-year-old company based in San Francisco has distinguished itself through a unique selling model designed to help women find better-fitting bras without having to take a tape measurer to their busts. \nVisitors to TrueAndCo.com are asked to fill out surveys about the bras that fit them well and the problems they face with fit. In response, the site presents a selection of styles which, according to the company's data, are likely to fit them most comfortably. True&amp;Co then ships five styles with a $45 refundable deposit. Customers keep only what they want and send back the rest. True&amp;Co then surveys customers about the bras they tried, modifying future suggestions based on their feedback.\nThe company's founders said the fit data gathered from more than 200,000 survey respondents helped shape the design of their own line; this includes all the aggregate data about measurements and colors, as well as anecdotal feedback. Many women, for example, complain of bulging in the underarm area (something the company internally calls \"chicken wing\"), so they focused on developing a design solution for it in their own bras. Bras are still labeled in traditional band and cup sizes (i.e. 32B or 36C).\nAlthough True&amp;Co will have higher margins on product sales from its own collection, co-founder Michelle Lam said the site will not favor recommendations of its own products over the other 20-plus labels it carries. \n\"They have to compete,\" Lam said. She added that because there's such a wide range of body types to fit \u2014 the company has identified 6,000 body \"variations\" \u2014 there's no way that their small line of bras can fit every customer.\nYou can browse True&amp;Co's collection in the gallery, below.\n\n\nShe Walks in Beauty (+Light)\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\nImages: True&amp;Co"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/10/22/true-and-co-private-label-bra/>