May 31. 2013 11:00AM - Last modified: May 31. 2013 11:18AM

Jockey says it has reinvented the bra

  
Women often complain about their bras - poor fit, underwire problems, inconsistent sizing and discontinued styles.


Kenosha-based Jockey International Inc. says it has developed the solution to those problems. The newest Jockey bra features volumetric sizing, replaces underwires with a 3-D Contour support and guarantees consistent sizing in styles that will not be discontinued.

Designed by women, for women, Jockey's patented Volumetric Fit System replaces the 80-year-old alphanumeric sizing format. The new fit system measures both the volume of a woman's breast, as well as her under-bust measurement, resulting in a custom fit.

The bra is the result of eight years of research and development, including the 3-D scanning of more than 800 female bodies.

Each bra retails at $60.

To view a video about the new bra, click here.

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