It’s widely reported that most women are wearing the wrong size bra, but rather than address the problem by recommending personal fittings or a couple hours in front of a mirror with a tape measure, Jockey says it’s the bra sizes that are wrong. So they’ve made some new ones, and they’re really hoping they take off.
Developing the new sizing system took eight years of research, 800 3-D body scans, and 26 new patents for Jockey. The new Jockey Bras were released Thursday on the Jockey website.
According to the New York Times, the idea behind the new sizing system is to create a range of different cup styles for different breast shapes. Under the standard system, an A cup is an extra inch of tissue, a B cup is two. But the new system is designed to ask how, precisely, those inches are distributed.
But are people really going to want different sizes? It’s kind of a pain, especially when the new Jockey bra sizes only apply to Jockey bras. But there’s always something appealing about the idea of something with a better fit, and some experts say a lot of mass-market consumers have gotten much more savvy about things like fitting and tailoring recently.
“People are becoming more knowledgeable about fashion minutiae, and they’re focusing on things like fit,” said Valerie Steele, director of the Museum at FIT.
To figure out what size you wear in the new system, you have to order a “fit kit” from Jockey, which contains 10 boob-shaped plastic cups, a color-coded measuring tape, instructions, and a lingerie wash bag. Then you put your boob in the cups until one fits like a perfect full-coverage bra cup. The number of that plastic cup is the number of your Jockey bra cup style, say 6. Then you measure under the bust with the measuring tape, and the number you get is the band size with none of that weird “measurement + 4″ malarkey. If the tape says 34, the band size is 34. So in that case you’d be a 06/34. (I would love to tell you what that would be in a normal measurement, but I have no idea.)
The new sizes are combination of 10 cup variants and seven band sizes from 30 inches to 42 inches. Rib cages under 30 and over 42 seem unlikely to find an option in this new sizing system.
The sizing kit costs $19.95, but Jockey sends it with a $20 gift certificate and a money-back guarantee if the bra doesn’t work out.
There are five styles of bra available. All are $60 and come in black, white, or that beige color some companies still call “nude.” The styles aren’t particularly exciting, but they do seem like they could make some very nice T-shirt bras.