A New Vision of Lingerie: Men Not Required

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When Heidi Zak was getting dressed for work one foggy March morning in 2012, she peered into the drawer that housed her undergarments and sighed sadly. “I pulled out my bras and realized they were so stretched out, and then the dread set in,” Ms. Zak said. “It’s the dread of having to go out and buy new bras.”

At the time, Ms. Zak was a product marketing manager at Google in San Francisco, but she had always toyed with the idea of building a brand. That morning she figured out what it would be.

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