: Some women may have concerns about buying something as personal as a bra online . True & Co are using web - driven technology to make tailor - made bras for women . Customers fill out an online application , which generates a ' personal shop ' full of suitable choices . Company founder David Lam believes the technology can shape the future of retail .
True & Co are using web - driven technology to make tailor - made bras for women . Customers fill out an online application , which generates a ' personal shop ' full of suitable choices . Company founder David Lam believes the technology can shape the future of retail .