Lane Bryant, a retailer catering to the needs of full-figured women, announced today, April 1, via its newsletter that it is now selling cooling bras made from breathable fabric designed to whisk the heat away from the breasts. Until now, well-endowed women have suffered quietly from the overheating and discomfort associated with traditional brassieres designed with smaller women in mind.
According to a 2011 CNN report, the average American woman now weighs 164.7 pounds and wears a size 14 or 16, depending on the garment. Ironically, many plus-size clothing departments begin with size 14.
In a 2012 article published by Business Insider, Margaret Bogenrief, a partner with ACM Partners, a boutique crisis management and turnaround advisory firm, explains that 67 percent of American women are now considered plus size. That means 100 million women contend with purchasing ill-fitting clothing designed for smaller women. When it comes to intimate wear, this can pose problems that go beyond mere discomfort.
Women 24, a site devoted to women’s issues, explains that when bras are too tight, or do not sufficiently lift and separate the breasts, irritating fungal rashes occur causing discomfort. Dr. Hans-Ulrich Krüger, a senior consultant for the Department of Internal medicine and Oncology at the Rehabilitation Centre of Bavaria, further explains that overheated breasts also interfere with the metabolism of melatonin, a naturally occurring chemical in the body that regulates sleep cycles.
For now, Lane Bryant’s cooling bras are only available online, but will make it to local stores in the near future, bringing relief to big busted women this summer when the mercury soars.