0:00:15.139,0:00:16.635
Boobs.

0:00:16.635,0:00:19.336
(Laughter)

0:00:19.336,0:00:20.898
The girls.

0:00:21.208,0:00:22.671
Breasts.

0:00:23.531,0:00:27.663
Sometimes they're a friend;[br]sometimes they're a frenemy.

0:00:28.613,0:00:34.005
But even when they frustrate you,[br]you give them unconditional support.

0:00:34.005,0:00:35.677
(Laughter)

0:00:35.677,0:00:38.639
And you do this every day of your life

0:00:38.639,0:00:44.358
by strapping yourself[br]into a garment called "the bra."

0:00:45.488,0:00:49.688
The bra as we know it is 100 years old,

0:00:50.038,0:00:52.389
and we believe a lot of things about it:

0:00:53.009,0:00:56.562
it needs to be pretty;[br]it needs to be supportive.

0:00:56.982,0:01:00.308
Well, it needs to be a lot like us.

0:01:01.378,0:01:04.248
What we expect from our bras

0:01:04.248,0:01:09.671
is a metaphor for what[br]the world expects of us.

0:01:10.601,0:01:16.111
And since our ideas about ourselves[br]have changed a lot in the past 100 years,

0:01:16.491,0:01:19.039
maybe our bras should change too.

0:01:20.499,0:01:24.737
As the only person in North America[br]with a master's degree in lingerie design,

0:01:25.123,0:01:28.249
I've spent a lot of time studying bras,

0:01:28.249,0:01:31.476
and I believe they're broken.

0:01:32.716,0:01:37.532
The stat that 80% of women[br]are wearing the wrong bra size

0:01:37.532,0:01:40.820
came from a study conducted[br]by Marks & Spencer,

0:01:40.820,0:01:44.077
a British retailer[br]well-known for bra-fitting.

0:01:44.797,0:01:49.413
Another study found that 59% of women

0:01:49.413,0:01:53.578
said their bra caused[br]back, shoulder, or neck pain.

0:01:54.508,0:01:57.076
Think athletic apparel is the cure-all?

0:01:57.076,0:01:58.771
Mm. Not quite.

0:01:59.341,0:02:03.641
75% of female marathon runners

0:02:03.641,0:02:06.926
have at least one fit issue[br]with their sports bra

0:02:06.926,0:02:09.030
that causes discomfort.

0:02:09.890,0:02:13.655
So when we consider[br]the astonishing breadth of innovation

0:02:13.655,0:02:15.816
over the past 100 years,

0:02:16.406,0:02:21.012
why are we still fastening ourselves[br]in the same contraption every day

0:02:21.012,0:02:23.037
and calling it support?

0:02:24.502,0:02:26.910
Is the bra really so great

0:02:26.910,0:02:32.544
that it justifies a design[br]which has hardly changed in 100 years?

0:02:33.219,0:02:34.218
No.

0:02:35.408,0:02:39.273
Manufacturers of most types[br]of clothing, including bras,

0:02:39.273,0:02:44.712
know it's easier and cheaper[br]to maintain the status quo

0:02:44.712,0:02:47.574
by making the same thing[br]they've always made,

0:02:47.574,0:02:49.857
just changing the color or print.

0:02:50.486,0:02:56.144
They've trained consumers not to expect[br]modernization in these types of goods,

0:02:56.144,0:02:57.580
leading consumers to believe

0:02:57.580,0:03:02.367
that true innovation[br]in what we wear isn't possible,

0:03:03.271,0:03:07.453
which is ironic because[br]with most other things we buy,

0:03:07.453,0:03:10.510
things not even[br]directly related to our comfort,

0:03:10.510,0:03:14.729
we expect the manufacturers[br]to constantly up their game.

0:03:15.449,0:03:20.715
I'm not going to buy a new phone because[br]this season's trendy color is rose gold,

0:03:20.715,0:03:23.758
but because the technology in it[br]is significantly better

0:03:23.758,0:03:26.123
than the phone I'm currently using.

0:03:26.933,0:03:31.273
The tech sector convinces us[br]we need the latest innovation;

0:03:31.273,0:03:38.108
the apparel industry conditions us[br]that the status quo is as good as it gets.

0:03:38.618,0:03:41.383
They count on our complacency.

0:03:42.273,0:03:45.117
Sure, there have been[br]some advances with bras:

0:03:45.117,0:03:47.663
microfiber and stretch[br]have been added to fabrics,

0:03:47.663,0:03:51.415
padded straps, molded cups,[br]various types of underwires.

0:03:51.415,0:03:53.053
So, wow!

0:03:53.053,0:03:55.012
Look how far bras have come.

0:03:56.492,0:03:59.880
But here's what a bra in 1930 looked like,

0:03:59.880,0:04:01.430
[c. 1930]

0:04:01.430,0:04:03.446
and here's what it looks like today.

0:04:03.446,0:04:05.297
(Laughter)

0:04:05.297,0:04:06.512
[2018]

0:04:06.512,0:04:10.117
If that 90-year-old bra[br]was hanging in a store today,

0:04:10.617,0:04:13.553
you would think it was[br]this season's latest design.

0:04:15.173,0:04:21.005
You only need to be on Facebook one second[br]to see ads for "revolutionized bras."

0:04:21.495,0:04:24.543
But those bras are essentially[br]just the same old thing.

0:04:25.143,0:04:26.869
And I have a concern:

0:04:27.579,0:04:32.264
not only that bras haven't evolved[br]and they aren't doing for us what we need,

0:04:32.694,0:04:35.037
but that we've been taught[br]by this very industry

0:04:35.037,0:04:36.993
what we think we need,

0:04:36.993,0:04:38.708
and we've been misled.

0:04:39.458,0:04:43.004
So let's take a look at the design[br]of the bra and the limits it imposes.

0:04:43.544,0:04:45.872
And for those of you who don't wear bras,

0:04:46.442,0:04:48.820
I'm assuming you've encountered[br]a few along the way

0:04:48.820,0:04:50.591
and are familiar with the technology.

0:04:50.591,0:04:52.331
(Laughter)

0:04:54.991,0:04:57.111
So why do we wear bras?

0:04:57.941,0:05:00.034
We're told that's what[br]you're supposed to do.

0:05:00.434,0:05:04.804
Social and cultural norms have taught us[br]to feel shame if our breasts are uncovered

0:05:04.804,0:05:07.603
or feel unattractive if they are drooping.

0:05:08.213,0:05:09.498
If you have larger breasts,

0:05:09.498,0:05:12.041
it can feel uncomfortable[br]to have them moving around.

0:05:12.981,0:05:16.783
Maybe you wear a bra because you believe[br]it will keep your breasts from sagging.

0:05:17.493,0:05:20.502
Well, I have news for you:

0:05:20.502,0:05:21.724
(Laughter)

0:05:22.254,0:05:26.852
There is no scientific evidence whatsoever

0:05:26.852,0:05:30.898
that wearing a bra[br]will keep your breasts from sagging.

0:05:31.358,0:05:32.745
Not.

0:05:32.745,0:05:33.996
That's right.

0:05:34.886,0:05:37.549
The technical term for sagging is ptosis,

0:05:37.549,0:05:38.935
and it happens due to factors

0:05:38.935,0:05:43.342
like breast size, pregnancy,[br]smoking, aging, and gravity.

0:05:43.792,0:05:46.044
In fact, there are two studies

0:05:46.044,0:05:50.852
which show that wearing a bra[br]actually contributes to breast sagging.

0:05:51.542,0:05:53.995
And while the jury is still out on these,

0:05:53.995,0:05:56.883
it may be that keeping them[br]artificially lifted

0:05:56.883,0:05:59.547
weakens the breast-supporting tissues.

0:06:00.277,0:06:03.199
Bra manufacturers are well aware of this.

0:06:03.609,0:06:08.804
In 2000, the then-CEO [br]of bra-maker Playtex, John Dixey,

0:06:08.804,0:06:11.810
was quoted in a British[br]documentary, saying,

0:06:11.810,0:06:16.190
"We have no medical evidence[br]that wearing a bra could prevent sagging,

0:06:16.190,0:06:18.750
because the breast itself is not a muscle

0:06:18.750,0:06:22.017
so keeping it toned up[br]is an impossibility."

0:06:23.387,0:06:24.706
Sometimes I'm asked,

0:06:24.706,0:06:27.706
"What about the breasts[br]of tribal women who don't wear clothes?"

0:06:28.456,0:06:30.911
I'm not going to show you[br]a slide of those women,

0:06:30.911,0:06:33.411
but a quick Google search will reveal

0:06:33.411,0:06:35.937
the variety of breast shapes[br]in those tribes

0:06:35.937,0:06:38.665
matches the variety[br]in the rest of the world:

0:06:38.665,0:06:41.829
some are perky,[br]and some are less than perky.

0:06:42.479,0:06:45.432
The only difference is that ptosis[br]in bra-wearing cultures

0:06:45.432,0:06:47.276
is covered up by bras,

0:06:47.276,0:06:50.618
so you can't see just how prevalent[br]pendulous breasts shapes are

0:06:50.618,0:06:52.022
in those cultures.

0:06:52.972,0:06:54.494
So if you're wearing a bra today

0:06:54.494,0:06:57.333
because you believe it will keep[br]your breasts from sagging,

0:06:57.333,0:07:00.163
you are wearing it for the wrong reasons.

0:07:00.593,0:07:01.592
I know -

0:07:01.592,0:07:03.211
I felt betrayed too.

0:07:03.971,0:07:06.387
But based on the evidence we have,

0:07:06.387,0:07:10.181
wearing a bra to stay lifted[br]may make about as much sense

0:07:10.181,0:07:11.931
as wearing high heels,

0:07:11.931,0:07:15.462
thinking they'll actually make you taller[br]when you take them off.

0:07:15.462,0:07:17.524
(Laughter)

0:07:18.024,0:07:23.093
OK, so if bras can't prevent sagging,[br]surely we need them for support, right?

0:07:24.022,0:07:26.524
And what better way than with underwires?

0:07:26.524,0:07:28.960
Two pieces of metal[br]wedged under the breast.

0:07:28.960,0:07:30.124
(Laughter)

0:07:31.264,0:07:32.266
We've come to believe

0:07:32.266,0:07:35.275
that underwires alone[br]provide support, right?

0:07:36.025,0:07:37.107
Wrong.

0:07:37.787,0:07:42.875
Underwires were not designed for support;[br]they were designed for shape.

0:07:43.585,0:07:46.334
Underwires act like ponytail holders:

0:07:46.334,0:07:50.038
They got a larger mass[br]into a compact, rounded shape.

0:07:50.038,0:07:51.772
(Laughter)

0:07:53.013,0:07:55.217
Here are two bras on the same woman:

0:07:55.217,0:07:57.537
one with underwires, and one without.

0:07:58.037,0:07:59.039
As you can see,

0:07:59.039,0:08:00.429
the one without underwires

0:08:00.429,0:08:03.144
does a much better job[br]supporting the breast.

0:08:03.974,0:08:07.197
Although there are lots[br]of supportive underwire bras,

0:08:07.197,0:08:10.698
the underwire alone[br]does not provide the support.

0:08:11.378,0:08:13.045
Most of the support actually comes

0:08:13.045,0:08:16.637
from the stability[br]of the underband, cups, and straps.

0:08:18.026,0:08:21.923
Let's take a look at photos of women[br]from the 1950s in bullet bras.

0:08:22.723,0:08:25.005
(Laughter)

0:08:26.326,0:08:28.977
Those bras didn't have underwires.

0:08:28.977,0:08:29.980
(Laughter)

0:08:30.080,0:08:34.314
And those bras were so supported,[br]they could poke an eye out!

0:08:34.314,0:08:36.230
(Laughter)

0:08:38.190,0:08:40.808
I'm guessing this isn't[br]the first time you've discovered

0:08:40.808,0:08:43.192
that something that you thought[br]would be supportive

0:08:43.192,0:08:44.372
turned out not to be.

0:08:44.372,0:08:46.034
(Laughter)

0:08:46.034,0:08:49.281
Except at that point, you probably[br]ended that relationship.

0:08:49.281,0:08:50.280
(Laughter)

0:08:51.880,0:08:54.285
Maybe you like[br]the feeling of an underwire:

0:08:54.285,0:08:56.859
you're used to it,[br]and you like the shape it gives you.

0:08:57.189,0:08:58.265
Great!

0:08:58.775,0:09:00.869
But if you hate underwires

0:09:00.869,0:09:04.163
and you're only wearing them[br]because you think you need to:

0:09:04.163,0:09:05.469
stop.

0:09:05.469,0:09:08.932
There are plenty of supportive bras[br]without underwires.

0:09:09.602,0:09:12.773
How do you find a non-underwire bra[br]that's supportive?

0:09:13.433,0:09:16.626
Look for a bra with cups[br]made from non-stretch fabric

0:09:16.626,0:09:18.081
rather than foam.

0:09:18.591,0:09:19.839
Why?

0:09:20.679,0:09:25.011
Think about how differently you sit[br]in a big slouchy sofa versus a church pew.

0:09:25.801,0:09:27.557
Pretty different, right?

0:09:28.497,0:09:31.222
You'll sink into the foam[br]of a cushion chair

0:09:31.222,0:09:33.770
but sit upright in a wooden chair.

0:09:34.360,0:09:36.775
A non-stretch fabric[br]is like a wooden chair

0:09:36.775,0:09:39.239
and does a much better job of supporting.

0:09:39.889,0:09:44.038
Also, look for no stretch in the front[br]of the bra and the front straps.

0:09:44.758,0:09:45.814
If you're thinking,

0:09:45.814,0:09:47.871
"That doesn't sound very comfortable,"

0:09:48.451,0:09:54.001
I assure you that fabric-based support[br]is in fact very comfortable -

0:09:54.001,0:09:56.028
far better than wire

0:09:56.028,0:09:57.487
or a church pew.

0:09:58.737,0:10:01.441
So let's talk sizing for a sec.

0:10:02.161,0:10:05.408
As women, we've been raised[br]to identify with a certain size,

0:10:05.408,0:10:06.592
and by the way,

0:10:06.592,0:10:08.489
when you're not that size anymore,

0:10:08.489,0:10:09.854
it's upsetting.

0:10:10.354,0:10:13.417
If you were always a size 6[br]and now you're a 10,

0:10:13.417,0:10:15.255
you have feelings about that,

0:10:15.865,0:10:18.402
just as you do when you go[br]from a 12 to an 8.

0:10:19.192,0:10:23.101
Chances are, you've also[br]labeled yourself with a bra size,

0:10:23.101,0:10:25.531
especially a cup size:

0:10:25.981,0:10:27.683
"I'm just an A."

0:10:27.723,0:10:29.549
"I'm a solid B."

0:10:29.599,0:10:30.986
"I'm a D."

0:10:31.726,0:10:34.268
You probably have feelings about that too.

0:10:34.728,0:10:38.174
You might even feel inadequacy or shame.

0:10:39.244,0:10:40.710
But here's the thing:

0:10:41.240,0:10:44.067
bras don't fit the way jeans fit.

0:10:45.027,0:10:46.959
If you're a size 8 jean,

0:10:46.959,0:10:51.091
you know that a 6 will be too small[br]and a 10 will be too large.

0:10:51.431,0:10:55.288
There's only one size[br]in that style that will fit you.

0:10:56.108,0:10:59.754
But bras aren't sized[br]like any other type of clothing:

0:11:00.244,0:11:03.776
there isn't just one size that fits you.

0:11:04.416,0:11:06.530
And the reason I'm telling you this

0:11:06.530,0:11:09.283
is that you may have mistakenly[br]settled on a size,

0:11:09.283,0:11:12.040
thinking that's just what you are,

0:11:12.040,0:11:13.592
when you could be wrong

0:11:13.592,0:11:19.099
and missing out on a world of comfort[br]and far superior support as a result.

0:11:19.989,0:11:22.217
Let's take four bra sizes:

0:11:22.217,0:11:27.995
38A, 36B, 34C, and 32D.

0:11:28.425,0:11:30.420
Completely different sizes, right?

0:11:30.420,0:11:31.760
[38 A, 36 B, 34 C, 32 D]

0:11:31.760,0:11:33.025
Nope.

0:11:33.025,0:11:36.012
They're all the same size.

0:11:36.012,0:11:39.416
These sizes all accommodate[br]the same size breast;

0:11:39.416,0:11:42.799
they just do it with a shorter[br]or longer underband.

0:11:43.759,0:11:46.332
Now, you might think you're a D cup,

0:11:46.332,0:11:49.754
and then you just need to figure out[br]the girth of your ribcage, correct?

0:11:50.224,0:11:51.608
Wrong again.

0:11:52.118,0:11:58.225
A 38D, 36D, 34D, and 32D

0:11:58.225,0:12:02.342
have absolutely nothing in common.

0:12:02.822,0:12:06.032
They don't fit the same size[br]breast or ribcage.

0:12:06.992,0:12:10.583
So everything you've been told[br]your whole life -

0:12:10.583,0:12:14.677
that A cups are always small[br]and D cups are always large -

0:12:14.677,0:12:16.760
isn't true.

0:12:17.270,0:12:20.070
Would you believe it[br]if I told you that you could be an A

0:12:20.070,0:12:22.764
and have bigger breasts[br]than someone with a D cup?

0:12:23.244,0:12:26.350
Sounds flatly wrong, but it's true.

0:12:26.890,0:12:30.762
And some As - get this -[br]are the exact same size as Ds.

0:12:31.332,0:12:33.207
You think it can't be true,

0:12:33.207,0:12:36.569
but that's just[br]how messed up bra sizing is

0:12:36.569,0:12:38.912
and why we so often get it wrong.

0:12:39.342,0:12:42.873
And much like the other ways[br]we have been labeled, as women,

0:12:42.873,0:12:47.334
these cup sizes are labels that are lies.

0:12:48.474,0:12:51.037
When was the last time[br]you questioned your size?

0:12:51.547,0:12:52.599
When was the last time

0:12:52.599,0:12:56.572
you questioned something else[br]about yourself you thought was true

0:12:56.572,0:12:57.943
but might not be?

0:12:59.133,0:13:00.986
Why are sizes so crazy?

0:13:00.986,0:13:03.390
Like, who designed it this way and why?

0:13:03.990,0:13:09.936
The numbers 32, 34, etc.[br]are based on Victorian shirt sizes.

0:13:09.936,0:13:11.086
[OUR PATTERN DEPARTMENT]

0:13:11.086,0:13:14.841
Initially, the bra size[br]was only the shirt size.

0:13:14.841,0:13:18.586
The assumption was that the clothing size[br]matched the breast size:

0:13:18.586,0:13:21.350
small clothing size, small breast size.

0:13:21.800,0:13:24.965
When it became apparent[br]that wasn't always the case,

0:13:24.965,0:13:29.015
cup sizes were added by determining[br]how many inches bigger the bust was

0:13:29.015,0:13:31.303
than the Victorian shirt size.

0:13:32.043,0:13:33.724
But here's the problem with that:

0:13:34.514,0:13:38.338
Two inches bigger[br]than a 32 shirt size was a B cup,

0:13:38.338,0:13:43.778
and two inches bigger[br]than a 38 shirt size was also a B cup.

0:13:44.418,0:13:47.738
That created a lot[br]of different size B cups

0:13:47.738,0:13:50.204
and led to something[br]called "sister sizing,"

0:13:50.204,0:13:52.706
which is how bras are currently sized.

0:13:53.559,0:13:57.250
So all of these cups,[br]which sound totally different,

0:13:57.250,0:13:58.876
are exactly the same.

0:13:59.396,0:14:02.641
In fact, the manufacturers[br]make the same fronts

0:14:02.641,0:14:04.920
over and over and over again,

0:14:04.920,0:14:09.913
change the length of the underband,[br]and label it as a different size.

0:14:10.223,0:14:13.207
The cups are identical.

0:14:13.877,0:14:17.491
And all of these cups,[br]which sound totally the same,

0:14:17.491,0:14:19.589
are completely different.

0:14:19.589,0:14:20.937
As the decades went on,

0:14:20.937,0:14:23.314
and women no longer[br]knew their Victorian shirt size

0:14:23.314,0:14:24.769
off the top of their head,

0:14:25.229,0:14:26.339
(Laughter)

0:14:26.339,0:14:29.715
a system of measuring around the rib cage[br]and adding four or five inches

0:14:29.715,0:14:33.987
was used to identify[br]a woman's Victorian size.

0:14:34.967,0:14:39.170
Why are 80% of women[br]wearing the wrong bra size?

0:14:39.170,0:14:43.090
Because most women have no idea[br]this is how bras are sized.

0:14:44.330,0:14:49.723
Currently, the global bra market[br]is around $25 billion annually.

0:14:50.523,0:14:54.817
Since 80% of those purchases[br]are for the wrong size,

0:14:54.817,0:14:59.970
that means approximately[br]$20 billion of that $25 billion

0:14:59.970,0:15:03.386
is spent purchasing the wrong product.

0:15:04.386,0:15:07.291
I can't think of any other industry

0:15:07.291,0:15:14.289
where 80% of consumers buy the wrong thing[br]and it's considered perfectly normal.

0:15:14.839,0:15:16.516
How is that OK?

0:15:17.356,0:15:20.596
And the reason so many women[br]are experiencing pain from their bras

0:15:20.596,0:15:23.501
is because they're wearing the wrong size.

0:15:23.501,0:15:25.664
That's outrageous.

0:15:26.304,0:15:29.772
Designing a system that would enable[br]most women to wear the right bra size

0:15:29.772,0:15:31.751
would be very easy to do.

0:15:32.211,0:15:35.258
Just label all of the cup sizes[br]which are the same,

0:15:36.028,0:15:37.515
the same!

0:15:37.515,0:15:38.520
(Laughter)

0:15:38.520,0:15:41.743
That's how most women[br]assume bras are sized anyway.

0:15:42.323,0:15:45.519
And make the band size[br]a simple rib cage measurement.

0:15:45.519,0:15:47.745
Because let's be honest:

0:15:47.745,0:15:49.934
Unless you're living in Downton Abbey,

0:15:49.934,0:15:52.704
who cares what[br]your Victorian shirt size is?

0:15:52.704,0:15:53.707
(Laughter)

0:15:54.507,0:15:55.504
How do you know

0:15:55.504,0:15:57.081
if you're wearing the wrong size?

0:15:57.271,0:16:01.339
Because that system of adding four[br]or five inches doesn't work very well,

0:16:01.339,0:16:05.439
many women are wearing a band size[br]too big and a cup size too small.

0:16:06.251,0:16:09.529
Reach around and pull the band[br]away from your back.

0:16:09.529,0:16:15.736
If it easily stretches more than the width[br]of your hand, it's too big or too old.

0:16:16.076,0:16:17.991
(Laughter)

0:16:17.991,0:16:22.356
And I just lost half the audience because[br]they have their hands up their shirts.

0:16:22.356,0:16:24.252
(Laughter)

0:16:26.834,0:16:29.649
Why is having a large[br]underband problematic?

0:16:29.648,0:16:30.646
Because -

0:16:30.646,0:16:32.104
here's another bra doozy -

0:16:32.104,0:16:36.097
the majority of support comes[br]from the underband, not the straps.

0:16:36.097,0:16:37.234
In fact,

0:16:37.234,0:16:39.444
if your shoulder straps are digging in,

0:16:39.444,0:16:44.020
it could mean that your underband[br]is too big and isn't doing its job.

0:16:44.430,0:16:48.092
By the way, you don't have[br]to adjust the straps equally.

0:16:48.092,0:16:50.963
Most people have one shoulder[br]higher than another,

0:16:50.963,0:16:53.680
so it's OK if one needs[br]to be tighter than another.

0:16:54.240,0:16:55.369
When you buy a new bra,

0:16:55.369,0:16:58.790
be sure to also try on[br]your sister sizes to find the best fit.

0:16:59.170,0:17:01.989
And be sure to find a bra[br]that fits on the loosest hook.

0:17:02.399,0:17:04.876
You're supposed to hook[br]a new bra on the loosest hook

0:17:04.876,0:17:07.072
so that as it gets older[br]and stretches out,

0:17:07.072,0:17:08.431
you can tighten it.

0:17:08.951,0:17:11.633
And if your bra has had a birthday,

0:17:12.363,0:17:14.175
it has outstayed its welcome.

0:17:14.175,0:17:15.807
(Laughter)

0:17:15.807,0:17:19.114
You should be replacing[br]your bras every year.

0:17:19.734,0:17:21.059
(Explosive sound)

0:17:21.059,0:17:23.782
(Laughter)

0:17:23.782,0:17:26.784
(Applause)

0:17:27.767,0:17:29.573
I know -

0:17:29.573,0:17:31.929
this is mind-blowing stuff, truly.

0:17:31.929,0:17:33.487
(Laughter)

0:17:35.647,0:17:38.704
No matter when you bought the bra[br]you're wearing today,

0:17:38.704,0:17:42.738
bottom line is it's 100 years[br]older than you think.

0:17:42.738,0:17:43.876
(Laughter)

0:17:43.876,0:17:46.619
Hey, some things do get better with age,

0:17:46.619,0:17:48.271
like fine wine

0:17:48.731,0:17:50.263
or Helen Mirren.

0:17:50.263,0:17:51.727
(Laughter)

0:17:51.727,0:17:53.307
But not the bra.

0:17:53.687,0:17:58.514
And it leaves us to question:[br]What other outdated ideas are we stuck on?

0:17:59.604,0:18:01.007
Here's the thing:

0:18:01.617,0:18:03.998
All bras are training bras.

0:18:04.658,0:18:06.569
They train us from a young age

0:18:06.569,0:18:11.987
that this is how things are,[br]how things feel, how you come up short,

0:18:11.987,0:18:14.261
and there's nothing you can do about it.

0:18:15.133,0:18:18.403
Bras have become[br]an icon for the status quo.

0:18:19.403,0:18:22.401
I'm not saying we should all[br]be burning our bras,

0:18:22.401,0:18:24.464
but we can do better than this.

0:18:25.014,0:18:26.556
If we don't question something

0:18:26.556,0:18:31.241
as small and persistent[br]as the first thing we put on every day,

0:18:31.241,0:18:33.362
how can we question the bigger things?

0:18:34.492,0:18:37.543
The time is now for us[br]to challenge the status quo,

0:18:38.023,0:18:40.245
and it starts at chest level.

0:18:41.314,0:18:43.492
Because for far too long,

0:18:43.492,0:18:46.574
the very thing[br]that's supposed to lift us up

0:18:46.574,0:18:47.736
has let us down.

0:18:47.736,0:18:48.736
(Laughter)

0:18:48.736,0:18:49.644
Thank you.

0:18:49.644,0:18:52.648
(Applause)