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Cups runneth over: Can Jockey reinvent the bra?

  • Jockey introduces new Volumetric Fit System
  • Gets rid of underwire and traditional cup sizes
  • At $60 a pop, is it worth it?
Cups runneth over: Can Jockey reinvent the bra?

If it's up to Jockey, women may no longer cherish the part of the day when they get to finally take their bras off. They're out to reinvent this much-hated article of clothing with something that does the job better. 

But bras have been the same for 600 years, so why change it now?

Because women have a passionate love/hate relationship with bras, of course. They love how pretty they are, but they hate what wearing them feels like. And the statistics tell us that a whopping 80% of women are wearing the wrong bra size, which can lead to back problems, and of course, plenty of discomfort.

Jockey's solution is fairly simply: chuck the cup sizes out the window, get rid of underwires, keep the torso measurement intact and make a wider variety of cup options to fit the breast.

To get that last part right, Jockey took body scans of over 800 women of all shapes and sizes and created the set of cups that come with its new Volumetric Fit System. It offers a total of 55 size combinations, and you figure out which one is best by measuring yourself at home in front of the mirror.

The Volumetric Fit System sells for $19.95 and comes packed with 10 molded cups, a measuring tape and a booklet showing the styles available. Once you're done, you can go pick out the bra in your true size and get a $20 discount for having purchased the system first. So far, five styles are available and Jockey says there are no plans to discontinue any of them, so women can rely on them being available for years to come.

It's hard to say if Jockey's take on the "new bra" can help women to be more comfortable, but it certainly looks like it offers something different. And let's face it: underwire is the devil and we'd be thrilled if it went away forever. Then we could never be poked in the underarm again by that terrible, all too familiar feeling.

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