ThirdLove enters the wireless category

By

Jennifer Braun

Published
Jul 13, 2021

U.S. direct-to-consumer lingerie brand ThirdLove announced on Monday the launch of the 'Form Seamless collection, signaling its expansion into the wireless category. 

The collection includes four wireless bra styles — a Wireless V-Neck Bra, Adjustable Strappy Scoop Bra and a Scoop Bralette, all for $45 each — and three varieties of seamless underwear, available in Hipster, Shortie and High-Leg Bikini styles, for $14 each.

Items boast a four-way stretch with a soft and smooth feel that is invisible under clothes and were designed to form to your body for a perfect fit and maximum flexibility. True to the brand’s inclusive vision, select seamless styles are available in sizes XS to 3X, with more options and sizes expected to debut in the coming months.

“We continue to see exponential growth in demand from younger audiences, as well as women who have made shifts in their lifestyles and are seeking high quality, comfortable first layer essentials,” said Ra’el Cohen, chief creative officer at ThirdLove. 

“This new seamless collection provides limitless stretch and endless comfort, made to move with you throughout your busy day.”

Launched in 2014, ThirdLove is recognized for championing an inclusive brand image. It offers a range of over 78 sizes and numerous styles. In 2019 it opened its first experiential retail store concept in New York City, marking the direct-to-consumer company’s first-ever physical location.