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Jockey Wants to Ditch the A, B, C's of Bra Sizing
A new study conducted by Wacoal found thateight out of ten womenare wearing the wrong bra size. That's an estimated90 million womenover the age of 18 doing themselves a disservice in the wrong size undergarments. "There is a stigma about wearing larger cup sizes, so women are reluctant to wear what truly fits their body," says Liz Smith, the direct of retail for Wacoal. Although judging by rap songs alone, I'm pretty sure men have no problems with D-cups and beyond, so venture further into the alphabet if need be, ladies.
This whole "wrong bra size" issue has reared its head many times in the past few years, and it's given rise to the niche custom bra fitting industry. For brands like Jockey, though, custom bra fittings don't fit into their market and customer base, which might not have access to custom fitting shops. And so they've decided to take the whole "if the mountain won't come to Muhammad..." approach, meaning if you can't get customers to special fitting shops, custom sizing help will have to come to them. Along the way, those A, B, and C-cups are going to disappear.
Last week, Jockey revealed a completely new system for bra sizing based not on rib cage and bust measurements, but on volume. In order to get fitted for the new bras, which from 01/30 to 10/42, customers have to order a Fit Kit that includes 10 volumetric fit cups, color-coded measuring tape, and instructions. The kit costs .95, though, which means the brand is asking customers to shell out money up front for a completely unknown product — pretty risky move.
Your new Jockey bra size is the result of the volumetric cup number that best fit your larger breast (hence the 01-10) and your rib cage size as determined by the measuring tape in the Fit Kit (these range from 30-42, band sizes women are currently used to). If you currently wear a 34B, your new size might be a 5- or 6-34. From there, you can order one of on Jockey's website. At each, the company is asking customers to put a lot of faith in this whole sizing revolution — although it does come with a money-back guarantee.
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