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After protests broke out in late May in response to the police killings of George Floyd, Breonna Taylor and Tony McDade, a number of companies felt it was time to lend their voices in support of the Black Lives Matter movement founded in 2014.
But like so many of them, direct-to-consumer brand ThirdLove wrestled with how best to respond.
“Back in June, when everything kind of started to heat up around Black Lives Matter, we were thinking as a company what we could do internally and what could we do externally to support the movement,” said Heidi Zak, co-founder and CEO of the intimates brand.
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