With the addition of 24 new bra sizes, ThirdLove now offers a total of 70 sizes

With the addition of 24 new bra sizes, ThirdLove now offers a total of 70 sizes

Looking for new ways to disrupt the traditional bra industry, fast-growing online bra and underwear brand ThirdLove has added 24 new sizes to its bra collection – and says it has 1.3m women on its waitlist for these new sizes.

The San Francisco based business is known for its revolutionary approach to designing the perfect fit for women of all shapes – most notably as the first company in the world to offer half-cup sizes. It also claims to lead the industry in inclusive size options, and across its entire collection has more than 70 sizes.

ThirdLove's expansion is the result of carefully tracked and curated data that signalled overwhelming demand for a broader range of sizes, with a trial in June last year selling out in just eight days.

The new sizes span a 28 to 48 band and an AA through H cup. While the new bras cost 45% more to produce, ThirdLove will not charge customers a different price from its existing collection – and also will not refer to the new sizes as 'plus size.'

"The average American woman is a 34E(DD), and we know her bra size changes about six times in her life – our dedication to size inclusivity is about helping women find their perfect bra for every moment of their lives," says Heidi Zak, co-founder and co-CEO.

"Our mission is to empower all women to feel comfortable and confident every day, in every outfit – that means defying industry standards and offering premium quality, better fitting, beautiful options to women who are often overlooked. Our ultimate goal is to offer a bra for every body."

To date, the company says 10 million women have been fitted through its Fit Finder technology.

The 24/7 Perfect Coverage bra in these new sizes is offered in seven colours, including five Naked shades that are designed to complement an array of skin tones. Body-forming memory foam cups, gently padded straps, and an additional hook-and-eye closure are among details found on the bras in larger cup sizes.