Sunday, July 28, 2013

For Those Days When Your Cup Runneth Over

No, I am not referring to the wonderful song recorded by Ed Ames ...

I'm referring to this interesting article by Katy Waldman I ran across a while back while keeping abreast* of the latest news: In the Future, There Will Be No 36C. Jockey to Debut 55 New Bra Sizes.

Yes, ladies, nevermore will you suffer through the discomfort of an ill-fitting bra - Jockey has felt your pain and will be rolling out a huge range of bras designed to provide you with the support and comfort you have been seeking all these years. Rather than being identified by inches and cup size (such as 32 B or 36C), the new bras will have numerical designations like 5-35 and 9-32. The proper bra from the bewildering array of possible choices is identified for you when you use Jockey's "Volumetric Fit Kit System," which you can read about here.

A Jockey spokesman said that the new bra line, which took eight years of research to develop, represents “a mass market answer to custom fittings that have become increasingly popular in boutiques and high-end department stores.”

The downside is that the new bras will cost $60, or $30 per supported breast**. There was a time, long ago, when I would have offered to provide such support myself for a modest fraction of that price (how does "free" sound?), but those days have, sadly, long since disappeared into the distant past of my misspent youth.


So ladies, head to your favorite purveyor of feminine undergarments and enjoy the uplifting experience of your properly-fitting 9-32 or whatever.

Tell 'em Bilbo sent you.

Have a good day. More thoughts coming.


* Sorry about that.

** We have now reached the limits of my mathematical abilities.


The Mistress of the Dark said...

The not fitting seldom has anything to do with cup size but more with the straps that are always too big on us short women.

Way to go Jockey for making shopping more confusing!

Mike said...

I'm going to apply for the job of "Volumetric Fit Kit System" repairman.

Bilbo said...

Mike - you're retired. And anyhow, I saw it first.

eViL pOp TaRt said...

Shopping for a properly fitted bra is complicated. I fear that Jockey's approach might help; but at $60 a bra it had better.

Women who need somewhat less common sizes may find it harder to find the right bra, due to the limited selection that most stores (like V.S.) have.

Thank God for later fall and bulky sweaters, if you presently take an a or B cup size!

Insane Penguin said...

Thank god for what's found under bulky sweaters!

Margaret (Peggy or Peg too) said...

First of all $60 is not remotely expensive for a good bra. But I doubt these are good bras. Like VS they are just a name and pretty with a gimmic but they probably are not good structurely speaking bras.

Most women never buy the right bra. Most men don't care they only care about the bra coming off.

It's a racket anyway you look at it.