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ThirdLove and the Lie of a 'Feminist' Company

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To style a company as feminist is a marketing move that's in vogue. But it should be obvious by now that that sort of shallow gloss is a facade that simply covers up business as usual.

about ThirdLove, the upstart bra company that positions its lingerie as “by women, for women.” Turns out that contrary to its feminist public image, actually working for the company seems pretty awful: employees complain about a bunch of things, including low pay, shitty benefits, and a co-CEO that bullies them.

Many women saw ThirdLove’s marketing and believed it was a “different” type of startup. Several employees who joined in recent years said they did so because they believed ThirdLove was a female-run company with an important mission and an empowering environment. When they arrived, they were surprised to find [Heidi] Zak’s husband and co-CEO, David Spector, highly involved in their day-to-day work, with a management style described as “condescending” and “bullying.

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