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Adrants draws our attention to this odd campaign by True&Co, an online bra outfitter. True&Co is trying to reclaim the pejorative acronym MILF. Specifically, they'd like to turn "Mom I'd like to f–k" into "Mom I'd love to fit'—as in, fit for a bra. You see, they have the same setup as Warby Parker. They send you five bras to try on at home, you send back what you don't want. Presumably, this means you get the perfect fit.
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