San Francisco


Founded in 2012 by Michelle Lam, based in San Francisco and designed in New York City, True&Co. is a direct-to-consumer intimate apparel e-commerce retailer. True&Co.’s online Fit Quiz has transformed the way women shop online by matching recommendations far beyond typical measurements. Leveraging more than 130 million data points for over five million women to date, the company provides a uniquely personalized customer experience with great product. Products are distributed online at, with the brand currently sold in the United States. The True&Co. acquisition, which closed in March 2017, will enable PVH to further participate in the fast growing online channel and provides a platform to increase innovation, data driven-decisions and speed in the way it serves its consumers across its channels.

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