The Pure Comfort Bra from Just My Size

The Pure Comfort Bra from Just My Size

Designed to address the unique fit challenges of plus-size women, the new Pure Comfort Bra from JMS/Just My Size features a seamless construction and five "smart" sizes.

The wire-free design is specifically aimed at women sized 40D to 52DD, but the new sizing system collapses 22 traditional cup-and-band sizes into just five.

Not only does this "simplify the shopping experience," according to Jodi Sisley, bra designer at Just My Size, which is a unit of Hanesbrands.

She adds: "Innovations in seamless technology enabled us to develop a construction that addressed...issues including bands that roll up, uneven profiles and shoulder pain."

The seamless construction delivers knit-in light support under and around the breasts for shaping and comfort, while a wide-bottom band helps prevent roll-up. The broad straps eliminate slippage, and a wide rounded back delivers a smooth look.

"For a plus-size woman, there is not a more important wardrobe staple than a comfortable, great fitting bra," says Crystal Stowe, Just My Size brand marketing. "With this bra, we are taking comfort to a whole new level. At the same time, we address many of her unique fit challenges."

The Pure Comfort bra is priced at $13.99 and comes in black, nude, pink and purple.

Earlier this year US apparel maker Jockey International claimed to have "reinvented the bra" with a new patented Volumetric Fit System that is said to give women a near-custom fit by focusing on breast shape as well as size.