1
00:00:15,139 --> 00:00:16,635
Boobs.

2
00:00:16,635 --> 00:00:19,336
(Laughter)

3
00:00:19,336 --> 00:00:20,898
The girls.

4
00:00:21,208 --> 00:00:22,671
Breasts.

5
00:00:23,531 --> 00:00:27,663
Sometimes they're a friend;
sometimes they're a frenemy.

6
00:00:28,613 --> 00:00:34,005
But even when they frustrate you,
you give them unconditional support.

7
00:00:34,005 --> 00:00:35,677
(Laughter)

8
00:00:35,677 --> 00:00:38,639
And you do this every day of your life

9
00:00:38,639 --> 00:00:44,358
by strapping yourself
into a garment called "the bra."

10
00:00:45,488 --> 00:00:49,688
The bra as we know it is 100 years old,

11
00:00:50,038 --> 00:00:52,389
and we believe a lot of things about it:

12
00:00:53,009 --> 00:00:56,562
it needs to be pretty;
it needs to be supportive.

13
00:00:56,982 --> 00:01:00,308
Well, it needs to be a lot like us.

14
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What we expect from our bras

15
00:01:04,248 --> 00:01:09,671
is a metaphor for what
the world expects of us.

16
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And since our ideas about ourselves
have changed a lot in the past 100 years,

17
00:01:16,491 --> 00:01:19,039
maybe our bras should change too.

18
00:01:20,499 --> 00:01:24,737
As the only person in North America
with a master's degree in lingerie design,

19
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I've spent a lot of time studying bras,

20
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and I believe they're broken.

21
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The stat that 80% of women
are wearing the wrong bra size

22
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came from a study conducted
by Marks & Spencer,

23
00:01:40,820 --> 00:01:44,077
a British retailer
well-known for bra-fitting.

24
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Another study found that 59% of women

25
00:01:49,413 --> 00:01:53,578
said their bra caused
back, shoulder, or neck pain.

26
00:01:54,508 --> 00:01:57,076
Think athletic apparel is the cure-all?

27
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Mm. Not quite.

28
00:01:59,341 --> 00:02:03,641
75% of female marathon runners

29
00:02:03,641 --> 00:02:06,926
have at least one fit issue
with their sports bra

30
00:02:06,926 --> 00:02:09,030
that causes discomfort.

31
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So when we consider
the astonishing breadth of innovation

32
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over the past 100 years,

33
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why are we still fastening ourselves
in the same contraption every day

34
00:02:21,012 --> 00:02:23,037
and calling it support?

35
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Is the bra really so great

36
00:02:26,910 --> 00:02:32,544
that it justifies a design
which has hardly changed in 100 years?

37
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No.

38
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Manufacturers of most types
of clothing, including bras,

39
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know it's easier and cheaper
to maintain the status quo

40
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by making the same thing
they've always made,

41
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just changing the color or print.

42
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They've trained consumers not to expect
modernization in these types of goods,

43
00:02:56,144 --> 00:02:57,580
leading consumers to believe

44
00:02:57,580 --> 00:03:02,367
that true innovation
in what we wear isn't possible,

45
00:03:03,271 --> 00:03:07,453
which is ironic because
with most other things we buy,

46
00:03:07,453 --> 00:03:10,510
things not even
directly related to our comfort,

47
00:03:10,510 --> 00:03:14,729
we expect the manufacturers
to constantly up their game.

48
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I'm not going to buy a new phone because
this season's trendy color is rose gold,

49
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but because the technology in it
is significantly better

50
00:03:23,758 --> 00:03:26,123
than the phone I'm currently using.

51
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The tech sector convinces us
we need the latest innovation;

52
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the apparel industry conditions us
that the status quo is as good as it gets.

53
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They count on our complacency.

54
00:03:42,273 --> 00:03:45,117
Sure, there have been
some advances with bras:

55
00:03:45,117 --> 00:03:47,663
microfiber and stretch
have been added to fabrics,

56
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padded straps, molded cups,
various types of underwires.

57
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So, wow!

58
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Look how far bras have come.

59
00:03:56,492 --> 00:03:59,880
But here's what a bra in 1930 looked like,

60
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[c. 1930]

61
00:04:01,430 --> 00:04:03,446
and here's what it looks like today.

62
00:04:03,446 --> 00:04:05,297
(Laughter)

63
00:04:05,297 --> 00:04:06,512
[2018]

64
00:04:06,512 --> 00:04:10,117
If that 90-year-old bra
was hanging in a store today,

65
00:04:10,617 --> 00:04:13,553
you would think it was
this season's latest design.

66
00:04:15,173 --> 00:04:21,005
You only need to be on Facebook one second
to see ads for "revolutionized bras."

67
00:04:21,495 --> 00:04:24,543
But those bras are essentially
just the same old thing.

68
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And I have a concern:

69
00:04:27,579 --> 00:04:32,264
not only that bras haven't evolved
and they aren't doing for us what we need,

70
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but that we've been taught
by this very industry

71
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what we think we need,

72
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and we've been misled.

73
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So let's take a look at the design
of the bra and the limits it imposes.

74
00:04:43,544 --> 00:04:45,872
And for those of you who don't wear bras,

75
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I'm assuming you've encountered
a few along the way

76
00:04:48,820 --> 00:04:50,591
and are familiar with the technology.

77
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(Laughter)

78
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So why do we wear bras?

79
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We're told that's what
you're supposed to do.

80
00:05:00,434 --> 00:05:04,804
Social and cultural norms have taught us
to feel shame if our breasts are uncovered

81
00:05:04,804 --> 00:05:07,603
or feel unattractive if they are drooping.

82
00:05:08,213 --> 00:05:09,498
If you have larger breasts,

83
00:05:09,498 --> 00:05:12,041
it can feel uncomfortable
to have them moving around.

84
00:05:12,981 --> 00:05:16,783
Maybe you wear a bra because you believe
it will keep your breasts from sagging.

85
00:05:17,493 --> 00:05:20,502
Well, I have news for you:

86
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(Laughter)

87
00:05:22,254 --> 00:05:26,852
There is no scientific evidence whatsoever

88
00:05:26,852 --> 00:05:30,898
that wearing a bra
will keep your breasts from sagging.

89
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Not.

90
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That's right.

91
00:05:34,886 --> 00:05:37,549
The technical term for sagging is ptosis,

92
00:05:37,549 --> 00:05:38,935
and it happens due to factors

93
00:05:38,935 --> 00:05:43,342
like breast size, pregnancy,
smoking, aging, and gravity.

94
00:05:43,792 --> 00:05:46,044
In fact, there are two studies

95
00:05:46,044 --> 00:05:50,852
which show that wearing a bra
actually contributes to breast sagging.

96
00:05:51,542 --> 00:05:53,995
And while the jury is still out on these,

97
00:05:53,995 --> 00:05:56,883
it may be that keeping them
artificially lifted

98
00:05:56,883 --> 00:05:59,547
weakens the breast-supporting tissues.

99
00:06:00,277 --> 00:06:03,199
Bra manufacturers are well aware of this.

100
00:06:03,609 --> 00:06:08,804
In 2000, the then-CEO 
of bra-maker Playtex, John Dixey,

101
00:06:08,804 --> 00:06:11,810
was quoted in a British
documentary, saying,

102
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"We have no medical evidence
that wearing a bra could prevent sagging,

103
00:06:16,190 --> 00:06:18,750
because the breast itself is not a muscle

104
00:06:18,750 --> 00:06:22,017
so keeping it toned up
is an impossibility."

105
00:06:23,387 --> 00:06:24,706
Sometimes I'm asked,

106
00:06:24,706 --> 00:06:27,706
"What about the breasts
of tribal women who don't wear clothes?"

107
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I'm not going to show you
a slide of those women,

108
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but a quick Google search will reveal

109
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the variety of breast shapes
in those tribes

110
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matches the variety
in the rest of the world:

111
00:06:38,665 --> 00:06:41,829
some are perky,
and some are less than perky.

112
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The only difference is that ptosis
in bra-wearing cultures

113
00:06:45,432 --> 00:06:47,276
is covered up by bras,

114
00:06:47,276 --> 00:06:50,618
so you can't see just how prevalent
pendulous breasts shapes are

115
00:06:50,618 --> 00:06:52,022
in those cultures.

116
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So if you're wearing a bra today

117
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because you believe it will keep
your breasts from sagging,

118
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you are wearing it for the wrong reasons.

119
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I know -

120
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I felt betrayed too.

121
00:07:03,971 --> 00:07:06,387
But based on the evidence we have,

122
00:07:06,387 --> 00:07:10,181
wearing a bra to stay lifted
may make about as much sense

123
00:07:10,181 --> 00:07:11,931
as wearing high heels,

124
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thinking they'll actually make you taller
when you take them off.

125
00:07:15,462 --> 00:07:17,524
(Laughter)

126
00:07:18,024 --> 00:07:23,093
OK, so if bras can't prevent sagging,
surely we need them for support, right?

127
00:07:24,022 --> 00:07:26,524
And what better way than with underwires?

128
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Two pieces of metal
wedged under the breast.

129
00:07:28,960 --> 00:07:30,124
(Laughter)

130
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We've come to believe

131
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that underwires alone
provide support, right?

132
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Wrong.

133
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Underwires were not designed for support;
they were designed for shape.

134
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Underwires act like ponytail holders:

135
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They got a larger mass
into a compact, rounded shape.

136
00:07:50,038 --> 00:07:51,772
(Laughter)

137
00:07:53,013 --> 00:07:55,217
Here are two bras on the same woman:

138
00:07:55,217 --> 00:07:57,537
one with underwires, and one without.

139
00:07:58,037 --> 00:07:59,039
As you can see,

140
00:07:59,039 --> 00:08:00,429
the one without underwires

141
00:08:00,429 --> 00:08:03,144
does a much better job
supporting the breast.

142
00:08:03,974 --> 00:08:07,197
Although there are lots
of supportive underwire bras,

143
00:08:07,197 --> 00:08:10,698
the underwire alone
does not provide the support.

144
00:08:11,378 --> 00:08:13,045
Most of the support actually comes

145
00:08:13,045 --> 00:08:16,637
from the stability
of the underband, cups, and straps.

146
00:08:18,026 --> 00:08:21,923
Let's take a look at photos of women
from the 1950s in bullet bras.

147
00:08:22,723 --> 00:08:25,005
(Laughter)

148
00:08:26,326 --> 00:08:28,977
Those bras didn't have underwires.

149
00:08:28,977 --> 00:08:29,980
(Laughter)

150
00:08:30,080 --> 00:08:34,314
And those bras were so supported,
they could poke an eye out!

151
00:08:34,314 --> 00:08:36,230
(Laughter)

152
00:08:38,190 --> 00:08:40,808
I'm guessing this isn't
the first time you've discovered

153
00:08:40,808 --> 00:08:43,192
that something that you thought
would be supportive

154
00:08:43,192 --> 00:08:44,372
turned out not to be.

155
00:08:44,372 --> 00:08:46,034
(Laughter)

156
00:08:46,034 --> 00:08:49,281
Except at that point, you probably
ended that relationship.

157
00:08:49,281 --> 00:08:50,280
(Laughter)

158
00:08:51,880 --> 00:08:54,285
Maybe you like
the feeling of an underwire:

159
00:08:54,285 --> 00:08:56,859
you're used to it,
and you like the shape it gives you.

160
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Great!

161
00:08:58,775 --> 00:09:00,869
But if you hate underwires

162
00:09:00,869 --> 00:09:04,163
and you're only wearing them
because you think you need to:

163
00:09:04,163 --> 00:09:05,469
stop.

164
00:09:05,469 --> 00:09:08,932
There are plenty of supportive bras
without underwires.

165
00:09:09,602 --> 00:09:12,773
How do you find a non-underwire bra
that's supportive?

166
00:09:13,433 --> 00:09:16,626
Look for a bra with cups
made from non-stretch fabric

167
00:09:16,626 --> 00:09:18,081
rather than foam.

168
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Why?

169
00:09:20,679 --> 00:09:25,011
Think about how differently you sit
in a big slouchy sofa versus a church pew.

170
00:09:25,801 --> 00:09:27,557
Pretty different, right?

171
00:09:28,497 --> 00:09:31,222
You'll sink into the foam
of a cushion chair

172
00:09:31,222 --> 00:09:33,770
but sit upright in a wooden chair.

173
00:09:34,360 --> 00:09:36,775
A non-stretch fabric
is like a wooden chair

174
00:09:36,775 --> 00:09:39,239
and does a much better job of supporting.

175
00:09:39,889 --> 00:09:44,038
Also, look for no stretch in the front
of the bra and the front straps.

176
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If you're thinking,

177
00:09:45,814 --> 00:09:47,871
"That doesn't sound very comfortable,"

178
00:09:48,451 --> 00:09:54,001
I assure you that fabric-based support
is in fact very comfortable -

179
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far better than wire

180
00:09:56,028 --> 00:09:57,487
or a church pew.

181
00:09:58,737 --> 00:10:01,441
So let's talk sizing for a sec.

182
00:10:02,161 --> 00:10:05,408
As women, we've been raised
to identify with a certain size,

183
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and by the way,

184
00:10:06,592 --> 00:10:08,489
when you're not that size anymore,

185
00:10:08,489 --> 00:10:09,854
it's upsetting.

186
00:10:10,354 --> 00:10:13,417
If you were always a size 6
and now you're a 10,

187
00:10:13,417 --> 00:10:15,255
you have feelings about that,

188
00:10:15,865 --> 00:10:18,402
just as you do when you go
from a 12 to an 8.

189
00:10:19,192 --> 00:10:23,101
Chances are, you've also
labeled yourself with a bra size,

190
00:10:23,101 --> 00:10:25,531
especially a cup size:

191
00:10:25,981 --> 00:10:27,683
"I'm just an A."

192
00:10:27,723 --> 00:10:29,549
"I'm a solid B."

193
00:10:29,599 --> 00:10:30,986
"I'm a D."

194
00:10:31,726 --> 00:10:34,268
You probably have feelings about that too.

195
00:10:34,728 --> 00:10:38,174
You might even feel inadequacy or shame.

196
00:10:39,244 --> 00:10:40,710
But here's the thing:

197
00:10:41,240 --> 00:10:44,067
bras don't fit the way jeans fit.

198
00:10:45,027 --> 00:10:46,959
If you're a size 8 jean,

199
00:10:46,959 --> 00:10:51,091
you know that a 6 will be too small
and a 10 will be too large.

200
00:10:51,431 --> 00:10:55,288
There's only one size
in that style that will fit you.

201
00:10:56,108 --> 00:10:59,754
But bras aren't sized
like any other type of clothing:

202
00:11:00,244 --> 00:11:03,776
there isn't just one size that fits you.

203
00:11:04,416 --> 00:11:06,530
And the reason I'm telling you this

204
00:11:06,530 --> 00:11:09,283
is that you may have mistakenly
settled on a size,

205
00:11:09,283 --> 00:11:12,040
thinking that's just what you are,

206
00:11:12,040 --> 00:11:13,592
when you could be wrong

207
00:11:13,592 --> 00:11:19,099
and missing out on a world of comfort
and far superior support as a result.

208
00:11:19,989 --> 00:11:22,217
Let's take four bra sizes:

209
00:11:22,217 --> 00:11:27,995
38A, 36B, 34C, and 32D.

210
00:11:28,425 --> 00:11:30,420
Completely different sizes, right?

211
00:11:30,420 --> 00:11:31,760
[38 A, 36 B, 34 C, 32 D]

212
00:11:31,760 --> 00:11:33,025
Nope.

213
00:11:33,025 --> 00:11:36,012
They're all the same size.

214
00:11:36,012 --> 00:11:39,416
These sizes all accommodate
the same size breast;

215
00:11:39,416 --> 00:11:42,799
they just do it with a shorter
or longer underband.

216
00:11:43,759 --> 00:11:46,332
Now, you might think you're a D cup,

217
00:11:46,332 --> 00:11:49,754
and then you just need to figure out
the girth of your ribcage, correct?

218
00:11:50,224 --> 00:11:51,608
Wrong again.

219
00:11:52,118 --> 00:11:58,225
A 38D, 36D, 34D, and 32D

220
00:11:58,225 --> 00:12:02,342
have absolutely nothing in common.

221
00:12:02,822 --> 00:12:06,032
They don't fit the same size
breast or ribcage.

222
00:12:06,992 --> 00:12:10,583
So everything you've been told
your whole life -

223
00:12:10,583 --> 00:12:14,677
that A cups are always small
and D cups are always large -

224
00:12:14,677 --> 00:12:16,760
isn't true.

225
00:12:17,270 --> 00:12:20,070
Would you believe it
if I told you that you could be an A

226
00:12:20,070 --> 00:12:22,764
and have bigger breasts
than someone with a D cup?

227
00:12:23,244 --> 00:12:26,350
Sounds flatly wrong, but it's true.

228
00:12:26,890 --> 00:12:30,762
And some As - get this -
are the exact same size as Ds.

229
00:12:31,332 --> 00:12:33,207
You think it can't be true,

230
00:12:33,207 --> 00:12:36,569
but that's just
how messed up bra sizing is

231
00:12:36,569 --> 00:12:38,912
and why we so often get it wrong.

232
00:12:39,342 --> 00:12:42,873
And much like the other ways
we have been labeled, as women,

233
00:12:42,873 --> 00:12:47,334
these cup sizes are labels that are lies.

234
00:12:48,474 --> 00:12:51,037
When was the last time
you questioned your size?

235
00:12:51,547 --> 00:12:52,599
When was the last time

236
00:12:52,599 --> 00:12:56,572
you questioned something else
about yourself you thought was true

237
00:12:56,572 --> 00:12:57,943
but might not be?

238
00:12:59,133 --> 00:13:00,986
Why are sizes so crazy?

239
00:13:00,986 --> 00:13:03,390
Like, who designed it this way and why?

240
00:13:03,990 --> 00:13:09,936
The numbers 32, 34, etc.
are based on Victorian shirt sizes.

241
00:13:09,936 --> 00:13:11,086
[OUR PATTERN DEPARTMENT]

242
00:13:11,086 --> 00:13:14,841
Initially, the bra size
was only the shirt size.

243
00:13:14,841 --> 00:13:18,586
The assumption was that the clothing size
matched the breast size:

244
00:13:18,586 --> 00:13:21,350
small clothing size, small breast size.

245
00:13:21,800 --> 00:13:24,965
When it became apparent
that wasn't always the case,

246
00:13:24,965 --> 00:13:29,015
cup sizes were added by determining
how many inches bigger the bust was

247
00:13:29,015 --> 00:13:31,303
than the Victorian shirt size.

248
00:13:32,043 --> 00:13:33,724
But here's the problem with that:

249
00:13:34,514 --> 00:13:38,338
Two inches bigger
than a 32 shirt size was a B cup,

250
00:13:38,338 --> 00:13:43,778
and two inches bigger
than a 38 shirt size was also a B cup.

251
00:13:44,418 --> 00:13:47,738
That created a lot
of different size B cups

252
00:13:47,738 --> 00:13:50,204
and led to something
called "sister sizing,"

253
00:13:50,204 --> 00:13:52,706
which is how bras are currently sized.

254
00:13:53,559 --> 00:13:57,250
So all of these cups,
which sound totally different,

255
00:13:57,250 --> 00:13:58,876
are exactly the same.

256
00:13:59,396 --> 00:14:02,641
In fact, the manufacturers
make the same fronts

257
00:14:02,641 --> 00:14:04,920
over and over and over again,

258
00:14:04,920 --> 00:14:09,913
change the length of the underband,
and label it as a different size.

259
00:14:10,223 --> 00:14:13,207
The cups are identical.

260
00:14:13,877 --> 00:14:17,491
And all of these cups,
which sound totally the same,

261
00:14:17,491 --> 00:14:19,589
are completely different.

262
00:14:19,589 --> 00:14:20,937
As the decades went on,

263
00:14:20,937 --> 00:14:23,314
and women no longer
knew their Victorian shirt size

264
00:14:23,314 --> 00:14:24,769
off the top of their head,

265
00:14:25,229 --> 00:14:26,339
(Laughter)

266
00:14:26,339 --> 00:14:29,715
a system of measuring around the rib cage
and adding four or five inches

267
00:14:29,715 --> 00:14:33,987
was used to identify
a woman's Victorian size.

268
00:14:34,967 --> 00:14:39,170
Why are 80% of women
wearing the wrong bra size?

269
00:14:39,170 --> 00:14:43,090
Because most women have no idea
this is how bras are sized.

270
00:14:44,330 --> 00:14:49,723
Currently, the global bra market
is around $25 billion annually.

271
00:14:50,523 --> 00:14:54,817
Since 80% of those purchases
are for the wrong size,

272
00:14:54,817 --> 00:14:59,970
that means approximately
$20 billion of that $25 billion

273
00:14:59,970 --> 00:15:03,386
is spent purchasing the wrong product.

274
00:15:04,386 --> 00:15:07,291
I can't think of any other industry

275
00:15:07,291 --> 00:15:14,289
where 80% of consumers buy the wrong thing
and it's considered perfectly normal.

276
00:15:14,839 --> 00:15:16,516
How is that OK?

277
00:15:17,356 --> 00:15:20,596
And the reason so many women
are experiencing pain from their bras

278
00:15:20,596 --> 00:15:23,501
is because they're wearing the wrong size.

279
00:15:23,501 --> 00:15:25,664
That's outrageous.

280
00:15:26,304 --> 00:15:29,772
Designing a system that would enable
most women to wear the right bra size

281
00:15:29,772 --> 00:15:31,751
would be very easy to do.

282
00:15:32,211 --> 00:15:35,258
Just label all of the cup sizes
which are the same,

283
00:15:36,028 --> 00:15:37,515
the same!

284
00:15:37,515 --> 00:15:38,520
(Laughter)

285
00:15:38,520 --> 00:15:41,743
That's how most women
assume bras are sized anyway.

286
00:15:42,323 --> 00:15:45,519
And make the band size
a simple rib cage measurement.

287
00:15:45,519 --> 00:15:47,745
Because let's be honest:

288
00:15:47,745 --> 00:15:49,934
Unless you're living in Downton Abbey,

289
00:15:49,934 --> 00:15:52,704
who cares what
your Victorian shirt size is?

290
00:15:52,704 --> 00:15:53,707
(Laughter)

291
00:15:54,507 --> 00:15:55,504
How do you know

292
00:15:55,504 --> 00:15:57,081
if you're wearing the wrong size?

293
00:15:57,271 --> 00:16:01,339
Because that system of adding four
or five inches doesn't work very well,

294
00:16:01,339 --> 00:16:05,439
many women are wearing a band size
too big and a cup size too small.

295
00:16:06,251 --> 00:16:09,529
Reach around and pull the band
away from your back.

296
00:16:09,529 --> 00:16:15,736
If it easily stretches more than the width
of your hand, it's too big or too old.

297
00:16:16,076 --> 00:16:17,991
(Laughter)

298
00:16:17,991 --> 00:16:22,356
And I just lost half the audience because
they have their hands up their shirts.

299
00:16:22,356 --> 00:16:24,252
(Laughter)

300
00:16:26,834 --> 00:16:29,649
Why is having a large
underband problematic?

301
00:16:29,648 --> 00:16:30,646
Because -

302
00:16:30,646 --> 00:16:32,104
here's another bra doozy -

303
00:16:32,104 --> 00:16:36,097
the majority of support comes
from the underband, not the straps.

304
00:16:36,097 --> 00:16:37,234
In fact,

305
00:16:37,234 --> 00:16:39,444
if your shoulder straps are digging in,

306
00:16:39,444 --> 00:16:44,020
it could mean that your underband
is too big and isn't doing its job.

307
00:16:44,430 --> 00:16:48,092
By the way, you don't have
to adjust the straps equally.

308
00:16:48,092 --> 00:16:50,963
Most people have one shoulder
higher than another,

309
00:16:50,963 --> 00:16:53,680
so it's OK if one needs
to be tighter than another.

310
00:16:54,240 --> 00:16:55,369
When you buy a new bra,

311
00:16:55,369 --> 00:16:58,790
be sure to also try on
your sister sizes to find the best fit.

312
00:16:59,170 --> 00:17:01,989
And be sure to find a bra
that fits on the loosest hook.

313
00:17:02,399 --> 00:17:04,876
You're supposed to hook
a new bra on the loosest hook

314
00:17:04,876 --> 00:17:07,072
so that as it gets older
and stretches out,

315
00:17:07,072 --> 00:17:08,431
you can tighten it.

316
00:17:08,951 --> 00:17:11,633
And if your bra has had a birthday,

317
00:17:12,363 --> 00:17:14,175
it has outstayed its welcome.

318
00:17:14,175 --> 00:17:15,807
(Laughter)

319
00:17:15,807 --> 00:17:19,114
You should be replacing
your bras every year.

320
00:17:19,734 --> 00:17:21,059
(Explosive sound)

321
00:17:21,059 --> 00:17:23,782
(Laughter)

322
00:17:23,782 --> 00:17:26,784
(Applause)

323
00:17:27,767 --> 00:17:29,573
I know -

324
00:17:29,573 --> 00:17:31,929
this is mind-blowing stuff, truly.

325
00:17:31,929 --> 00:17:33,487
(Laughter)

326
00:17:35,647 --> 00:17:38,704
No matter when you bought the bra
you're wearing today,

327
00:17:38,704 --> 00:17:42,738
bottom line is it's 100 years
older than you think.

328
00:17:42,738 --> 00:17:43,876
(Laughter)

329
00:17:43,876 --> 00:17:46,619
Hey, some things do get better with age,

330
00:17:46,619 --> 00:17:48,271
like fine wine

331
00:17:48,731 --> 00:17:50,263
or Helen Mirren.

332
00:17:50,263 --> 00:17:51,727
(Laughter)

333
00:17:51,727 --> 00:17:53,307
But not the bra.

334
00:17:53,687 --> 00:17:58,514
And it leaves us to question:
What other outdated ideas are we stuck on?

335
00:17:59,604 --> 00:18:01,007
Here's the thing:

336
00:18:01,617 --> 00:18:03,998
All bras are training bras.

337
00:18:04,658 --> 00:18:06,569
They train us from a young age

338
00:18:06,569 --> 00:18:11,987
that this is how things are,
how things feel, how you come up short,

339
00:18:11,987 --> 00:18:14,261
and there's nothing you can do about it.

340
00:18:15,133 --> 00:18:18,403
Bras have become
an icon for the status quo.

341
00:18:19,403 --> 00:18:22,401
I'm not saying we should all
be burning our bras,

342
00:18:22,401 --> 00:18:24,464
but we can do better than this.

343
00:18:25,014 --> 00:18:26,556
If we don't question something

344
00:18:26,556 --> 00:18:31,241
as small and persistent
as the first thing we put on every day,

345
00:18:31,241 --> 00:18:33,362
how can we question the bigger things?

346
00:18:34,492 --> 00:18:37,543
The time is now for us
to challenge the status quo,

347
00:18:38,023 --> 00:18:40,245
and it starts at chest level.

348
00:18:41,314 --> 00:18:43,492
Because for far too long,

349
00:18:43,492 --> 00:18:46,574
the very thing
that's supposed to lift us up

350
00:18:46,574 --> 00:18:47,736
has let us down.

351
00:18:47,736 --> 00:18:48,736
(Laughter)

352
00:18:48,736 --> 00:18:49,644
Thank you.

353
00:18:49,644 --> 00:18:52,648
(Applause)