ThirdLove has exactly one store in the fashionable SoHo neighborhood of New York City. It’s billed as a concept store. Visitors are encouraged to book a 30-minute appointment with a fit specialist. You can try on any of the bra styles, and receive a mini-education in bra fitting. The store is quite slick and decorated with a modern feminine aesthetic. Think: elegant fitting rooms with circle mirrors and daylight and twilight lighting options, bust-shaped neon lights, and a gallery wall—of bras. Some items are available to take home immediately, others will be shipped for free to your home.