Lingerie startup ThirdLove was conceived at a Google holiday party.
“My dress demanded a certain type of bra, so, I ended up at Victoria’s Secret,” says cofounder Heidi Zak. “I remember thinking, ‘Why am I here? I hate this store!”
Zak’s frustration came not only from the fit and quality of the brand, whose parent company controls 61.8% of the market, but also the fact that they advertise to men.
“Why do they get to tell us how to feel?” she continues. “Why does their marketing target men when they sell functional, everyday garments for women?”
And it’s not just Victoria’s Secret. Mega brand Calvin Klein recently came under fire when a sexist billboard showed scantily-clad actress Klara Kristin above the words, “I seduce in #mycalvins” next to a portrait of rapper Fetty Wap that read, “I make money in #mycalvins.” (Zak started a petition to take the ad down.)
“Lingerie should make women feel confident and empowered, not a victim of 1950s values,” she adds with a flourish.