Blog: Leonie BarrieBoom or bust?

Leonie Barrie | 30 March 2005

I guess I was more than a little intrigued – and perhaps sceptical – when a news item titled ‘An Innovative New Strapless Backless Bra from Australia Will Revolutionise How Women View Their Wardrobe’ landed on my desk. The BustFree Bra – medical grade expanded polyurethane bra cups that are held in place by the wearer’s clothes – seems to offer a number of advantages over conventional bras or other self-supporting products, including the fact that it is light weight, unlikely to cause allergic reactions and, of course, eliminates wires, hooks, strap lines and marks on the skin. The downsides as far as I can see are that it doesn’t offer much support and is limited in its size range.

However, what interested me most has less to do with the BustFree Bra itself. Instead it’s the health message regarding a possible link between the constriction and pressure on breast tissue caused by conventional bras, and the occurrence of breast pain, the formation of cysts and the possible development of cancer. Breast disease seems to be a problem only in cultures where women wear bras – making the bra a possible health hazard. If you think about it, most women wear a bra a minimum of 15 hours a day and some as much as 24 hours a day.

Conventional bras have become an essential part of every woman’s wardrobe and this is unlikely to change – so any development that has the potential to combine health and aesthetic benefits is certainly worth a closer look. Indeed, the bra’s developers say that when it was featured on the national Australian TV Show, Today Tonight, 50,000 pairs of cups sold in the first month.


BLOG

Likely shifts in the sourcing landscape in 2017

Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...

BLOG

Trump trade policies and China tensions top concerns

This week our focus turns to first thoughts from a panel of industry experts consulted by just-style on the challenges and opportunities likely to face the apparel supply chain in 2017, with prospects...

BLOG

Happy New Year – and a first look at 2017

Welcome back after the holiday break, and from the team here at just-style I’d like to wish all our readers a happy and prosperous New Year....

BLOG

New re:source to help unravel sourcing decisions

Apparel sourcing is a complex process built on a mix of location, logistics, lead-time, price, compliance, risk and reliability. And it's in a constant state of flux as retailers, brands and manufactu...

just-style homepage



Forgot your password?