[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:15.14,0:00:16.64,Default,,0000,0000,0000,,Boobs.
Dialogue: 0,0:00:16.64,0:00:19.34,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:19.34,0:00:20.90,Default,,0000,0000,0000,,The girls.
Dialogue: 0,0:00:21.21,0:00:22.67,Default,,0000,0000,0000,,Breasts.
Dialogue: 0,0:00:23.53,0:00:27.66,Default,,0000,0000,0000,,Sometimes they're a friend;\Nsometimes they're a frenemy.
Dialogue: 0,0:00:28.61,0:00:34.00,Default,,0000,0000,0000,,But even when they frustrate you,\Nyou give them unconditional support.
Dialogue: 0,0:00:34.00,0:00:35.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:35.68,0:00:38.64,Default,,0000,0000,0000,,And you do this every day of your life
Dialogue: 0,0:00:38.64,0:00:44.36,Default,,0000,0000,0000,,by strapping yourself\Ninto a garment called "the bra."
Dialogue: 0,0:00:45.49,0:00:49.69,Default,,0000,0000,0000,,The bra as we know it is 100 years old,
Dialogue: 0,0:00:50.04,0:00:52.39,Default,,0000,0000,0000,,and we believe a lot of things about it:
Dialogue: 0,0:00:53.01,0:00:56.56,Default,,0000,0000,0000,,it needs to be pretty;\Nit needs to be supportive.
Dialogue: 0,0:00:56.98,0:01:00.31,Default,,0000,0000,0000,,Well, it needs to be a lot like us.
Dialogue: 0,0:01:01.38,0:01:04.25,Default,,0000,0000,0000,,What we expect from our bras
Dialogue: 0,0:01:04.25,0:01:09.67,Default,,0000,0000,0000,,is a metaphor for what\Nthe world expects of us.
Dialogue: 0,0:01:10.60,0:01:16.11,Default,,0000,0000,0000,,And since our ideas about ourselves\Nhave changed a lot in the past 100 years,
Dialogue: 0,0:01:16.49,0:01:19.04,Default,,0000,0000,0000,,maybe our bras should change too.
Dialogue: 0,0:01:20.50,0:01:24.74,Default,,0000,0000,0000,,As the only person in North America\Nwith a master's degree in lingerie design,
Dialogue: 0,0:01:25.12,0:01:28.25,Default,,0000,0000,0000,,I've spent a lot of time studying bras,
Dialogue: 0,0:01:28.25,0:01:31.48,Default,,0000,0000,0000,,and I believe they're broken.
Dialogue: 0,0:01:32.72,0:01:37.53,Default,,0000,0000,0000,,The stat that 80% of women\Nare wearing the wrong bra size
Dialogue: 0,0:01:37.53,0:01:40.82,Default,,0000,0000,0000,,came from a study conducted\Nby Marks & Spencer,
Dialogue: 0,0:01:40.82,0:01:44.08,Default,,0000,0000,0000,,a British retailer\Nwell-known for bra-fitting.
Dialogue: 0,0:01:44.80,0:01:49.41,Default,,0000,0000,0000,,Another study found that 59% of women
Dialogue: 0,0:01:49.41,0:01:53.58,Default,,0000,0000,0000,,said their bra caused\Nback, shoulder, or neck pain.
Dialogue: 0,0:01:54.51,0:01:57.08,Default,,0000,0000,0000,,Think athletic apparel is the cure-all?
Dialogue: 0,0:01:57.08,0:01:58.77,Default,,0000,0000,0000,,Mm. Not quite.
Dialogue: 0,0:01:59.34,0:02:03.64,Default,,0000,0000,0000,,75% of female marathon runners
Dialogue: 0,0:02:03.64,0:02:06.93,Default,,0000,0000,0000,,have at least one fit issue\Nwith their sports bra
Dialogue: 0,0:02:06.93,0:02:09.03,Default,,0000,0000,0000,,that causes discomfort.
Dialogue: 0,0:02:09.89,0:02:13.66,Default,,0000,0000,0000,,So when we consider\Nthe astonishing breadth of innovation
Dialogue: 0,0:02:13.66,0:02:15.82,Default,,0000,0000,0000,,over the past 100 years,
Dialogue: 0,0:02:16.41,0:02:21.01,Default,,0000,0000,0000,,why are we still fastening ourselves\Nin the same contraption every day
Dialogue: 0,0:02:21.01,0:02:23.04,Default,,0000,0000,0000,,and calling it support?
Dialogue: 0,0:02:24.50,0:02:26.91,Default,,0000,0000,0000,,Is the bra really so great
Dialogue: 0,0:02:26.91,0:02:32.54,Default,,0000,0000,0000,,that it justifies a design\Nwhich has hardly changed in 100 years?
Dialogue: 0,0:02:33.22,0:02:34.22,Default,,0000,0000,0000,,No.
Dialogue: 0,0:02:35.41,0:02:39.27,Default,,0000,0000,0000,,Manufacturers of most types\Nof clothing, including bras,
Dialogue: 0,0:02:39.27,0:02:44.71,Default,,0000,0000,0000,,know it's easier and cheaper\Nto maintain the status quo
Dialogue: 0,0:02:44.71,0:02:47.57,Default,,0000,0000,0000,,by making the same thing\Nthey've always made,
Dialogue: 0,0:02:47.57,0:02:49.86,Default,,0000,0000,0000,,just changing the color or print.
Dialogue: 0,0:02:50.49,0:02:56.14,Default,,0000,0000,0000,,They've trained consumers not to expect\Nmodernization in these types of goods,
Dialogue: 0,0:02:56.14,0:02:57.58,Default,,0000,0000,0000,,leading consumers to believe
Dialogue: 0,0:02:57.58,0:03:02.37,Default,,0000,0000,0000,,that true innovation\Nin what we wear isn't possible,
Dialogue: 0,0:03:03.27,0:03:07.45,Default,,0000,0000,0000,,which is ironic because\Nwith most other things we buy,
Dialogue: 0,0:03:07.45,0:03:10.51,Default,,0000,0000,0000,,things not even\Ndirectly related to our comfort,
Dialogue: 0,0:03:10.51,0:03:14.73,Default,,0000,0000,0000,,we expect the manufacturers\Nto constantly up their game.
Dialogue: 0,0:03:15.45,0:03:20.72,Default,,0000,0000,0000,,I'm not going to buy a new phone because\Nthis season's trendy color is rose gold,
Dialogue: 0,0:03:20.72,0:03:23.76,Default,,0000,0000,0000,,but because the technology in it\Nis significantly better
Dialogue: 0,0:03:23.76,0:03:26.12,Default,,0000,0000,0000,,than the phone I'm currently using.
Dialogue: 0,0:03:26.93,0:03:31.27,Default,,0000,0000,0000,,The tech sector convinces us\Nwe need the latest innovation;
Dialogue: 0,0:03:31.27,0:03:38.11,Default,,0000,0000,0000,,the apparel industry conditions us\Nthat the status quo is as good as it gets.
Dialogue: 0,0:03:38.62,0:03:41.38,Default,,0000,0000,0000,,They count on our complacency.
Dialogue: 0,0:03:42.27,0:03:45.12,Default,,0000,0000,0000,,Sure, there have been\Nsome advances with bras:
Dialogue: 0,0:03:45.12,0:03:47.66,Default,,0000,0000,0000,,microfiber and stretch\Nhave been added to fabrics,
Dialogue: 0,0:03:47.66,0:03:51.42,Default,,0000,0000,0000,,padded straps, molded cups,\Nvarious types of underwires.
Dialogue: 0,0:03:51.42,0:03:53.05,Default,,0000,0000,0000,,So, wow!
Dialogue: 0,0:03:53.05,0:03:55.01,Default,,0000,0000,0000,,Look how far bras have come.
Dialogue: 0,0:03:56.49,0:03:59.88,Default,,0000,0000,0000,,But here's what a bra in 1930 looked like,
Dialogue: 0,0:03:59.88,0:04:01.43,Default,,0000,0000,0000,,[c. 1930]
Dialogue: 0,0:04:01.43,0:04:03.45,Default,,0000,0000,0000,,and here's what it looks like today.
Dialogue: 0,0:04:03.45,0:04:05.30,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:05.30,0:04:06.51,Default,,0000,0000,0000,,[2018]
Dialogue: 0,0:04:06.51,0:04:10.12,Default,,0000,0000,0000,,If that 90-year-old bra\Nwas hanging in a store today,
Dialogue: 0,0:04:10.62,0:04:13.55,Default,,0000,0000,0000,,you would think it was\Nthis season's latest design.
Dialogue: 0,0:04:15.17,0:04:21.00,Default,,0000,0000,0000,,You only need to be on Facebook one second\Nto see ads for "revolutionized bras."
Dialogue: 0,0:04:21.50,0:04:24.54,Default,,0000,0000,0000,,But those bras are essentially\Njust the same old thing.
Dialogue: 0,0:04:25.14,0:04:26.87,Default,,0000,0000,0000,,And I have a concern:
Dialogue: 0,0:04:27.58,0:04:32.26,Default,,0000,0000,0000,,not only that bras haven't evolved\Nand they aren't doing for us what we need,
Dialogue: 0,0:04:32.69,0:04:35.04,Default,,0000,0000,0000,,but that we've been taught\Nby this very industry
Dialogue: 0,0:04:35.04,0:04:36.99,Default,,0000,0000,0000,,what we think we need,
Dialogue: 0,0:04:36.99,0:04:38.71,Default,,0000,0000,0000,,and we've been misled.
Dialogue: 0,0:04:39.46,0:04:43.00,Default,,0000,0000,0000,,So let's take a look at the design\Nof the bra and the limits it imposes.
Dialogue: 0,0:04:43.54,0:04:45.87,Default,,0000,0000,0000,,And for those of you who don't wear bras,
Dialogue: 0,0:04:46.44,0:04:48.82,Default,,0000,0000,0000,,I'm assuming you've encountered\Na few along the way
Dialogue: 0,0:04:48.82,0:04:50.59,Default,,0000,0000,0000,,and are familiar with the technology.
Dialogue: 0,0:04:50.59,0:04:52.33,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:54.99,0:04:57.11,Default,,0000,0000,0000,,So why do we wear bras?
Dialogue: 0,0:04:57.94,0:05:00.03,Default,,0000,0000,0000,,We're told that's what\Nyou're supposed to do.
Dialogue: 0,0:05:00.43,0:05:04.80,Default,,0000,0000,0000,,Social and cultural norms have taught us\Nto feel shame if our breasts are uncovered
Dialogue: 0,0:05:04.80,0:05:07.60,Default,,0000,0000,0000,,or feel unattractive if they are drooping.
Dialogue: 0,0:05:08.21,0:05:09.50,Default,,0000,0000,0000,,If you have larger breasts,
Dialogue: 0,0:05:09.50,0:05:12.04,Default,,0000,0000,0000,,it can feel uncomfortable\Nto have them moving around.
Dialogue: 0,0:05:12.98,0:05:16.78,Default,,0000,0000,0000,,Maybe you wear a bra because you believe\Nit will keep your breasts from sagging.
Dialogue: 0,0:05:17.49,0:05:20.50,Default,,0000,0000,0000,,Well, I have news for you:
Dialogue: 0,0:05:20.50,0:05:21.72,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:22.25,0:05:26.85,Default,,0000,0000,0000,,There is no scientific evidence whatsoever
Dialogue: 0,0:05:26.85,0:05:30.90,Default,,0000,0000,0000,,that wearing a bra\Nwill keep your breasts from sagging.
Dialogue: 0,0:05:31.36,0:05:32.74,Default,,0000,0000,0000,,Not.
Dialogue: 0,0:05:32.74,0:05:33.100,Default,,0000,0000,0000,,That's right.
Dialogue: 0,0:05:34.89,0:05:37.55,Default,,0000,0000,0000,,The technical term for sagging is ptosis,
Dialogue: 0,0:05:37.55,0:05:38.94,Default,,0000,0000,0000,,and it happens due to factors
Dialogue: 0,0:05:38.94,0:05:43.34,Default,,0000,0000,0000,,like breast size, pregnancy,\Nsmoking, aging, and gravity.
Dialogue: 0,0:05:43.79,0:05:46.04,Default,,0000,0000,0000,,In fact, there are two studies
Dialogue: 0,0:05:46.04,0:05:50.85,Default,,0000,0000,0000,,which show that wearing a bra\Nactually contributes to breast sagging.
Dialogue: 0,0:05:51.54,0:05:53.100,Default,,0000,0000,0000,,And while the jury is still out on these,
Dialogue: 0,0:05:53.100,0:05:56.88,Default,,0000,0000,0000,,it may be that keeping them\Nartificially lifted
Dialogue: 0,0:05:56.88,0:05:59.55,Default,,0000,0000,0000,,weakens the breast-supporting tissues.
Dialogue: 0,0:06:00.28,0:06:03.20,Default,,0000,0000,0000,,Bra manufacturers are well aware of this.
Dialogue: 0,0:06:03.61,0:06:08.80,Default,,0000,0000,0000,,In 2000, the then-CEO \Nof bra-maker Playtex, John Dixey,
Dialogue: 0,0:06:08.80,0:06:11.81,Default,,0000,0000,0000,,was quoted in a British\Ndocumentary, saying,
Dialogue: 0,0:06:11.81,0:06:16.19,Default,,0000,0000,0000,,"We have no medical evidence\Nthat wearing a bra could prevent sagging,
Dialogue: 0,0:06:16.19,0:06:18.75,Default,,0000,0000,0000,,because the breast itself is not a muscle
Dialogue: 0,0:06:18.75,0:06:22.02,Default,,0000,0000,0000,,so keeping it toned up\Nis an impossibility."
Dialogue: 0,0:06:23.39,0:06:24.71,Default,,0000,0000,0000,,Sometimes I'm asked,
Dialogue: 0,0:06:24.71,0:06:27.71,Default,,0000,0000,0000,,"What about the breasts\Nof tribal women who don't wear clothes?"
Dialogue: 0,0:06:28.46,0:06:30.91,Default,,0000,0000,0000,,I'm not going to show you\Na slide of those women,
Dialogue: 0,0:06:30.91,0:06:33.41,Default,,0000,0000,0000,,but a quick Google search will reveal
Dialogue: 0,0:06:33.41,0:06:35.94,Default,,0000,0000,0000,,the variety of breast shapes\Nin those tribes
Dialogue: 0,0:06:35.94,0:06:38.66,Default,,0000,0000,0000,,matches the variety\Nin the rest of the world:
Dialogue: 0,0:06:38.66,0:06:41.83,Default,,0000,0000,0000,,some are perky,\Nand some are less than perky.
Dialogue: 0,0:06:42.48,0:06:45.43,Default,,0000,0000,0000,,The only difference is that ptosis\Nin bra-wearing cultures
Dialogue: 0,0:06:45.43,0:06:47.28,Default,,0000,0000,0000,,is covered up by bras,
Dialogue: 0,0:06:47.28,0:06:50.62,Default,,0000,0000,0000,,so you can't see just how prevalent\Npendulous breasts shapes are
Dialogue: 0,0:06:50.62,0:06:52.02,Default,,0000,0000,0000,,in those cultures.
Dialogue: 0,0:06:52.97,0:06:54.49,Default,,0000,0000,0000,,So if you're wearing a bra today
Dialogue: 0,0:06:54.49,0:06:57.33,Default,,0000,0000,0000,,because you believe it will keep\Nyour breasts from sagging,
Dialogue: 0,0:06:57.33,0:07:00.16,Default,,0000,0000,0000,,you are wearing it for the wrong reasons.
Dialogue: 0,0:07:00.59,0:07:01.59,Default,,0000,0000,0000,,I know -
Dialogue: 0,0:07:01.59,0:07:03.21,Default,,0000,0000,0000,,I felt betrayed too.
Dialogue: 0,0:07:03.97,0:07:06.39,Default,,0000,0000,0000,,But based on the evidence we have,
Dialogue: 0,0:07:06.39,0:07:10.18,Default,,0000,0000,0000,,wearing a bra to stay lifted\Nmay make about as much sense
Dialogue: 0,0:07:10.18,0:07:11.93,Default,,0000,0000,0000,,as wearing high heels,
Dialogue: 0,0:07:11.93,0:07:15.46,Default,,0000,0000,0000,,thinking they'll actually make you taller\Nwhen you take them off.
Dialogue: 0,0:07:15.46,0:07:17.52,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:18.02,0:07:23.09,Default,,0000,0000,0000,,OK, so if bras can't prevent sagging,\Nsurely we need them for support, right?
Dialogue: 0,0:07:24.02,0:07:26.52,Default,,0000,0000,0000,,And what better way than with underwires?
Dialogue: 0,0:07:26.52,0:07:28.96,Default,,0000,0000,0000,,Two pieces of metal\Nwedged under the breast.
Dialogue: 0,0:07:28.96,0:07:30.12,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:31.26,0:07:32.27,Default,,0000,0000,0000,,We've come to believe
Dialogue: 0,0:07:32.27,0:07:35.28,Default,,0000,0000,0000,,that underwires alone\Nprovide support, right?
Dialogue: 0,0:07:36.02,0:07:37.11,Default,,0000,0000,0000,,Wrong.
Dialogue: 0,0:07:37.79,0:07:42.88,Default,,0000,0000,0000,,Underwires were not designed for support;\Nthey were designed for shape.
Dialogue: 0,0:07:43.58,0:07:46.33,Default,,0000,0000,0000,,Underwires act like ponytail holders:
Dialogue: 0,0:07:46.33,0:07:50.04,Default,,0000,0000,0000,,They got a larger mass\Ninto a compact, rounded shape.
Dialogue: 0,0:07:50.04,0:07:51.77,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:53.01,0:07:55.22,Default,,0000,0000,0000,,Here are two bras on the same woman:
Dialogue: 0,0:07:55.22,0:07:57.54,Default,,0000,0000,0000,,one with underwires, and one without.
Dialogue: 0,0:07:58.04,0:07:59.04,Default,,0000,0000,0000,,As you can see,
Dialogue: 0,0:07:59.04,0:08:00.43,Default,,0000,0000,0000,,the one without underwires
Dialogue: 0,0:08:00.43,0:08:03.14,Default,,0000,0000,0000,,does a much better job\Nsupporting the breast.
Dialogue: 0,0:08:03.97,0:08:07.20,Default,,0000,0000,0000,,Although there are lots\Nof supportive underwire bras,
Dialogue: 0,0:08:07.20,0:08:10.70,Default,,0000,0000,0000,,the underwire alone\Ndoes not provide the support.
Dialogue: 0,0:08:11.38,0:08:13.04,Default,,0000,0000,0000,,Most of the support actually comes
Dialogue: 0,0:08:13.04,0:08:16.64,Default,,0000,0000,0000,,from the stability\Nof the underband, cups, and straps.
Dialogue: 0,0:08:18.03,0:08:21.92,Default,,0000,0000,0000,,Let's take a look at photos of women\Nfrom the 1950s in bullet bras.
Dialogue: 0,0:08:22.72,0:08:25.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:26.33,0:08:28.98,Default,,0000,0000,0000,,Those bras didn't have underwires.
Dialogue: 0,0:08:28.98,0:08:29.98,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:30.08,0:08:34.31,Default,,0000,0000,0000,,And those bras were so supported,\Nthey could poke an eye out!
Dialogue: 0,0:08:34.31,0:08:36.23,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:38.19,0:08:40.81,Default,,0000,0000,0000,,I'm guessing this isn't\Nthe first time you've discovered
Dialogue: 0,0:08:40.81,0:08:43.19,Default,,0000,0000,0000,,that something that you thought\Nwould be supportive
Dialogue: 0,0:08:43.19,0:08:44.37,Default,,0000,0000,0000,,turned out not to be.
Dialogue: 0,0:08:44.37,0:08:46.03,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:46.03,0:08:49.28,Default,,0000,0000,0000,,Except at that point, you probably\Nended that relationship.
Dialogue: 0,0:08:49.28,0:08:50.28,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:51.88,0:08:54.28,Default,,0000,0000,0000,,Maybe you like\Nthe feeling of an underwire:
Dialogue: 0,0:08:54.28,0:08:56.86,Default,,0000,0000,0000,,you're used to it,\Nand you like the shape it gives you.
Dialogue: 0,0:08:57.19,0:08:58.26,Default,,0000,0000,0000,,Great!
Dialogue: 0,0:08:58.78,0:09:00.87,Default,,0000,0000,0000,,But if you hate underwires
Dialogue: 0,0:09:00.87,0:09:04.16,Default,,0000,0000,0000,,and you're only wearing them\Nbecause you think you need to:
Dialogue: 0,0:09:04.16,0:09:05.47,Default,,0000,0000,0000,,stop.
Dialogue: 0,0:09:05.47,0:09:08.93,Default,,0000,0000,0000,,There are plenty of supportive bras\Nwithout underwires.
Dialogue: 0,0:09:09.60,0:09:12.77,Default,,0000,0000,0000,,How do you find a non-underwire bra\Nthat's supportive?
Dialogue: 0,0:09:13.43,0:09:16.63,Default,,0000,0000,0000,,Look for a bra with cups\Nmade from non-stretch fabric
Dialogue: 0,0:09:16.63,0:09:18.08,Default,,0000,0000,0000,,rather than foam.
Dialogue: 0,0:09:18.59,0:09:19.84,Default,,0000,0000,0000,,Why?
Dialogue: 0,0:09:20.68,0:09:25.01,Default,,0000,0000,0000,,Think about how differently you sit\Nin a big slouchy sofa versus a church pew.
Dialogue: 0,0:09:25.80,0:09:27.56,Default,,0000,0000,0000,,Pretty different, right?
Dialogue: 0,0:09:28.50,0:09:31.22,Default,,0000,0000,0000,,You'll sink into the foam\Nof a cushion chair
Dialogue: 0,0:09:31.22,0:09:33.77,Default,,0000,0000,0000,,but sit upright in a wooden chair.
Dialogue: 0,0:09:34.36,0:09:36.78,Default,,0000,0000,0000,,A non-stretch fabric\Nis like a wooden chair
Dialogue: 0,0:09:36.78,0:09:39.24,Default,,0000,0000,0000,,and does a much better job of supporting.
Dialogue: 0,0:09:39.89,0:09:44.04,Default,,0000,0000,0000,,Also, look for no stretch in the front\Nof the bra and the front straps.
Dialogue: 0,0:09:44.76,0:09:45.81,Default,,0000,0000,0000,,If you're thinking,
Dialogue: 0,0:09:45.81,0:09:47.87,Default,,0000,0000,0000,,"That doesn't sound very comfortable,"
Dialogue: 0,0:09:48.45,0:09:54.00,Default,,0000,0000,0000,,I assure you that fabric-based support\Nis in fact very comfortable -
Dialogue: 0,0:09:54.00,0:09:56.03,Default,,0000,0000,0000,,far better than wire
Dialogue: 0,0:09:56.03,0:09:57.49,Default,,0000,0000,0000,,or a church pew.
Dialogue: 0,0:09:58.74,0:10:01.44,Default,,0000,0000,0000,,So let's talk sizing for a sec.
Dialogue: 0,0:10:02.16,0:10:05.41,Default,,0000,0000,0000,,As women, we've been raised\Nto identify with a certain size,
Dialogue: 0,0:10:05.41,0:10:06.59,Default,,0000,0000,0000,,and by the way,
Dialogue: 0,0:10:06.59,0:10:08.49,Default,,0000,0000,0000,,when you're not that size anymore,
Dialogue: 0,0:10:08.49,0:10:09.85,Default,,0000,0000,0000,,it's upsetting.
Dialogue: 0,0:10:10.35,0:10:13.42,Default,,0000,0000,0000,,If you were always a size 6\Nand now you're a 10,
Dialogue: 0,0:10:13.42,0:10:15.26,Default,,0000,0000,0000,,you have feelings about that,
Dialogue: 0,0:10:15.86,0:10:18.40,Default,,0000,0000,0000,,just as you do when you go\Nfrom a 12 to an 8.
Dialogue: 0,0:10:19.19,0:10:23.10,Default,,0000,0000,0000,,Chances are, you've also\Nlabeled yourself with a bra size,
Dialogue: 0,0:10:23.10,0:10:25.53,Default,,0000,0000,0000,,especially a cup size:
Dialogue: 0,0:10:25.98,0:10:27.68,Default,,0000,0000,0000,,"I'm just an A."
Dialogue: 0,0:10:27.72,0:10:29.55,Default,,0000,0000,0000,,"I'm a solid B."
Dialogue: 0,0:10:29.60,0:10:30.99,Default,,0000,0000,0000,,"I'm a D."
Dialogue: 0,0:10:31.73,0:10:34.27,Default,,0000,0000,0000,,You probably have feelings about that too.
Dialogue: 0,0:10:34.73,0:10:38.17,Default,,0000,0000,0000,,You might even feel inadequacy or shame.
Dialogue: 0,0:10:39.24,0:10:40.71,Default,,0000,0000,0000,,But here's the thing:
Dialogue: 0,0:10:41.24,0:10:44.07,Default,,0000,0000,0000,,bras don't fit the way jeans fit.
Dialogue: 0,0:10:45.03,0:10:46.96,Default,,0000,0000,0000,,If you're a size 8 jean,
Dialogue: 0,0:10:46.96,0:10:51.09,Default,,0000,0000,0000,,you know that a 6 will be too small\Nand a 10 will be too large.
Dialogue: 0,0:10:51.43,0:10:55.29,Default,,0000,0000,0000,,There's only one size\Nin that style that will fit you.
Dialogue: 0,0:10:56.11,0:10:59.75,Default,,0000,0000,0000,,But bras aren't sized\Nlike any other type of clothing:
Dialogue: 0,0:11:00.24,0:11:03.78,Default,,0000,0000,0000,,there isn't just one size that fits you.
Dialogue: 0,0:11:04.42,0:11:06.53,Default,,0000,0000,0000,,And the reason I'm telling you this
Dialogue: 0,0:11:06.53,0:11:09.28,Default,,0000,0000,0000,,is that you may have mistakenly\Nsettled on a size,
Dialogue: 0,0:11:09.28,0:11:12.04,Default,,0000,0000,0000,,thinking that's just what you are,
Dialogue: 0,0:11:12.04,0:11:13.59,Default,,0000,0000,0000,,when you could be wrong
Dialogue: 0,0:11:13.59,0:11:19.10,Default,,0000,0000,0000,,and missing out on a world of comfort\Nand far superior support as a result.
Dialogue: 0,0:11:19.99,0:11:22.22,Default,,0000,0000,0000,,Let's take four bra sizes:
Dialogue: 0,0:11:22.22,0:11:27.100,Default,,0000,0000,0000,,38A, 36B, 34C, and 32D.
Dialogue: 0,0:11:28.42,0:11:30.42,Default,,0000,0000,0000,,Completely different sizes, right?
Dialogue: 0,0:11:30.42,0:11:31.76,Default,,0000,0000,0000,,[38 A, 36 B, 34 C, 32 D]
Dialogue: 0,0:11:31.76,0:11:33.02,Default,,0000,0000,0000,,Nope.
Dialogue: 0,0:11:33.02,0:11:36.01,Default,,0000,0000,0000,,They're all the same size.
Dialogue: 0,0:11:36.01,0:11:39.42,Default,,0000,0000,0000,,These sizes all accommodate\Nthe same size breast;
Dialogue: 0,0:11:39.42,0:11:42.80,Default,,0000,0000,0000,,they just do it with a shorter\Nor longer underband.
Dialogue: 0,0:11:43.76,0:11:46.33,Default,,0000,0000,0000,,Now, you might think you're a D cup,
Dialogue: 0,0:11:46.33,0:11:49.75,Default,,0000,0000,0000,,and then you just need to figure out\Nthe girth of your ribcage, correct?
Dialogue: 0,0:11:50.22,0:11:51.61,Default,,0000,0000,0000,,Wrong again.
Dialogue: 0,0:11:52.12,0:11:58.22,Default,,0000,0000,0000,,A 38D, 36D, 34D, and 32D
Dialogue: 0,0:11:58.22,0:12:02.34,Default,,0000,0000,0000,,have absolutely nothing in common.
Dialogue: 0,0:12:02.82,0:12:06.03,Default,,0000,0000,0000,,They don't fit the same size\Nbreast or ribcage.
Dialogue: 0,0:12:06.99,0:12:10.58,Default,,0000,0000,0000,,So everything you've been told\Nyour whole life -
Dialogue: 0,0:12:10.58,0:12:14.68,Default,,0000,0000,0000,,that A cups are always small\Nand D cups are always large -
Dialogue: 0,0:12:14.68,0:12:16.76,Default,,0000,0000,0000,,isn't true.
Dialogue: 0,0:12:17.27,0:12:20.07,Default,,0000,0000,0000,,Would you believe it\Nif I told you that you could be an A
Dialogue: 0,0:12:20.07,0:12:22.76,Default,,0000,0000,0000,,and have bigger breasts\Nthan someone with a D cup?
Dialogue: 0,0:12:23.24,0:12:26.35,Default,,0000,0000,0000,,Sounds flatly wrong, but it's true.
Dialogue: 0,0:12:26.89,0:12:30.76,Default,,0000,0000,0000,,And some As - get this -\Nare the exact same size as Ds.
Dialogue: 0,0:12:31.33,0:12:33.21,Default,,0000,0000,0000,,You think it can't be true,
Dialogue: 0,0:12:33.21,0:12:36.57,Default,,0000,0000,0000,,but that's just\Nhow messed up bra sizing is
Dialogue: 0,0:12:36.57,0:12:38.91,Default,,0000,0000,0000,,and why we so often get it wrong.
Dialogue: 0,0:12:39.34,0:12:42.87,Default,,0000,0000,0000,,And much like the other ways\Nwe have been labeled, as women,
Dialogue: 0,0:12:42.87,0:12:47.33,Default,,0000,0000,0000,,these cup sizes are labels that are lies.
Dialogue: 0,0:12:48.47,0:12:51.04,Default,,0000,0000,0000,,When was the last time\Nyou questioned your size?
Dialogue: 0,0:12:51.55,0:12:52.60,Default,,0000,0000,0000,,When was the last time
Dialogue: 0,0:12:52.60,0:12:56.57,Default,,0000,0000,0000,,you questioned something else\Nabout yourself you thought was true
Dialogue: 0,0:12:56.57,0:12:57.94,Default,,0000,0000,0000,,but might not be?
Dialogue: 0,0:12:59.13,0:13:00.99,Default,,0000,0000,0000,,Why are sizes so crazy?
Dialogue: 0,0:13:00.99,0:13:03.39,Default,,0000,0000,0000,,Like, who designed it this way and why?
Dialogue: 0,0:13:03.99,0:13:09.94,Default,,0000,0000,0000,,The numbers 32, 34, etc.\Nare based on Victorian shirt sizes.
Dialogue: 0,0:13:09.94,0:13:11.09,Default,,0000,0000,0000,,[OUR PATTERN DEPARTMENT]
Dialogue: 0,0:13:11.09,0:13:14.84,Default,,0000,0000,0000,,Initially, the bra size\Nwas only the shirt size.
Dialogue: 0,0:13:14.84,0:13:18.59,Default,,0000,0000,0000,,The assumption was that the clothing size\Nmatched the breast size:
Dialogue: 0,0:13:18.59,0:13:21.35,Default,,0000,0000,0000,,small clothing size, small breast size.
Dialogue: 0,0:13:21.80,0:13:24.96,Default,,0000,0000,0000,,When it became apparent\Nthat wasn't always the case,
Dialogue: 0,0:13:24.96,0:13:29.02,Default,,0000,0000,0000,,cup sizes were added by determining\Nhow many inches bigger the bust was
Dialogue: 0,0:13:29.02,0:13:31.30,Default,,0000,0000,0000,,than the Victorian shirt size.
Dialogue: 0,0:13:32.04,0:13:33.72,Default,,0000,0000,0000,,But here's the problem with that:
Dialogue: 0,0:13:34.51,0:13:38.34,Default,,0000,0000,0000,,Two inches bigger\Nthan a 32 shirt size was a B cup,
Dialogue: 0,0:13:38.34,0:13:43.78,Default,,0000,0000,0000,,and two inches bigger\Nthan a 38 shirt size was also a B cup.
Dialogue: 0,0:13:44.42,0:13:47.74,Default,,0000,0000,0000,,That created a lot\Nof different size B cups
Dialogue: 0,0:13:47.74,0:13:50.20,Default,,0000,0000,0000,,and led to something\Ncalled "sister sizing,"
Dialogue: 0,0:13:50.20,0:13:52.71,Default,,0000,0000,0000,,which is how bras are currently sized.
Dialogue: 0,0:13:53.56,0:13:57.25,Default,,0000,0000,0000,,So all of these cups,\Nwhich sound totally different,
Dialogue: 0,0:13:57.25,0:13:58.88,Default,,0000,0000,0000,,are exactly the same.
Dialogue: 0,0:13:59.40,0:14:02.64,Default,,0000,0000,0000,,In fact, the manufacturers\Nmake the same fronts
Dialogue: 0,0:14:02.64,0:14:04.92,Default,,0000,0000,0000,,over and over and over again,
Dialogue: 0,0:14:04.92,0:14:09.91,Default,,0000,0000,0000,,change the length of the underband,\Nand label it as a different size.
Dialogue: 0,0:14:10.22,0:14:13.21,Default,,0000,0000,0000,,The cups are identical.
Dialogue: 0,0:14:13.88,0:14:17.49,Default,,0000,0000,0000,,And all of these cups,\Nwhich sound totally the same,
Dialogue: 0,0:14:17.49,0:14:19.59,Default,,0000,0000,0000,,are completely different.
Dialogue: 0,0:14:19.59,0:14:20.94,Default,,0000,0000,0000,,As the decades went on,
Dialogue: 0,0:14:20.94,0:14:23.31,Default,,0000,0000,0000,,and women no longer\Nknew their Victorian shirt size
Dialogue: 0,0:14:23.31,0:14:24.77,Default,,0000,0000,0000,,off the top of their head,
Dialogue: 0,0:14:25.23,0:14:26.34,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:26.34,0:14:29.72,Default,,0000,0000,0000,,a system of measuring around the rib cage\Nand adding four or five inches
Dialogue: 0,0:14:29.72,0:14:33.99,Default,,0000,0000,0000,,was used to identify\Na woman's Victorian size.
Dialogue: 0,0:14:34.97,0:14:39.17,Default,,0000,0000,0000,,Why are 80% of women\Nwearing the wrong bra size?
Dialogue: 0,0:14:39.17,0:14:43.09,Default,,0000,0000,0000,,Because most women have no idea\Nthis is how bras are sized.
Dialogue: 0,0:14:44.33,0:14:49.72,Default,,0000,0000,0000,,Currently, the global bra market\Nis around $25 billion annually.
Dialogue: 0,0:14:50.52,0:14:54.82,Default,,0000,0000,0000,,Since 80% of those purchases\Nare for the wrong size,
Dialogue: 0,0:14:54.82,0:14:59.97,Default,,0000,0000,0000,,that means approximately\N$20 billion of that $25 billion
Dialogue: 0,0:14:59.97,0:15:03.39,Default,,0000,0000,0000,,is spent purchasing the wrong product.
Dialogue: 0,0:15:04.39,0:15:07.29,Default,,0000,0000,0000,,I can't think of any other industry
Dialogue: 0,0:15:07.29,0:15:14.29,Default,,0000,0000,0000,,where 80% of consumers buy the wrong thing\Nand it's considered perfectly normal.
Dialogue: 0,0:15:14.84,0:15:16.52,Default,,0000,0000,0000,,How is that OK?
Dialogue: 0,0:15:17.36,0:15:20.60,Default,,0000,0000,0000,,And the reason so many women\Nare experiencing pain from their bras
Dialogue: 0,0:15:20.60,0:15:23.50,Default,,0000,0000,0000,,is because they're wearing the wrong size.
Dialogue: 0,0:15:23.50,0:15:25.66,Default,,0000,0000,0000,,That's outrageous.
Dialogue: 0,0:15:26.30,0:15:29.77,Default,,0000,0000,0000,,Designing a system that would enable\Nmost women to wear the right bra size
Dialogue: 0,0:15:29.77,0:15:31.75,Default,,0000,0000,0000,,would be very easy to do.
Dialogue: 0,0:15:32.21,0:15:35.26,Default,,0000,0000,0000,,Just label all of the cup sizes\Nwhich are the same,
Dialogue: 0,0:15:36.03,0:15:37.52,Default,,0000,0000,0000,,the same!
Dialogue: 0,0:15:37.52,0:15:38.52,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:15:38.52,0:15:41.74,Default,,0000,0000,0000,,That's how most women\Nassume bras are sized anyway.
Dialogue: 0,0:15:42.32,0:15:45.52,Default,,0000,0000,0000,,And make the band size\Na simple rib cage measurement.
Dialogue: 0,0:15:45.52,0:15:47.74,Default,,0000,0000,0000,,Because let's be honest:
Dialogue: 0,0:15:47.74,0:15:49.93,Default,,0000,0000,0000,,Unless you're living in Downton Abbey,
Dialogue: 0,0:15:49.93,0:15:52.70,Default,,0000,0000,0000,,who cares what\Nyour Victorian shirt size is?
Dialogue: 0,0:15:52.70,0:15:53.71,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:15:54.51,0:15:55.50,Default,,0000,0000,0000,,How do you know
Dialogue: 0,0:15:55.50,0:15:57.08,Default,,0000,0000,0000,,if you're wearing the wrong size?
Dialogue: 0,0:15:57.27,0:16:01.34,Default,,0000,0000,0000,,Because that system of adding four\Nor five inches doesn't work very well,
Dialogue: 0,0:16:01.34,0:16:05.44,Default,,0000,0000,0000,,many women are wearing a band size\Ntoo big and a cup size too small.
Dialogue: 0,0:16:06.25,0:16:09.53,Default,,0000,0000,0000,,Reach around and pull the band\Naway from your back.
Dialogue: 0,0:16:09.53,0:16:15.74,Default,,0000,0000,0000,,If it easily stretches more than the width\Nof your hand, it's too big or too old.
Dialogue: 0,0:16:16.08,0:16:17.99,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:16:17.99,0:16:22.36,Default,,0000,0000,0000,,And I just lost half the audience because\Nthey have their hands up their shirts.
Dialogue: 0,0:16:22.36,0:16:24.25,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:16:26.83,0:16:29.65,Default,,0000,0000,0000,,Why is having a large\Nunderband problematic?
Dialogue: 0,0:16:29.65,0:16:30.65,Default,,0000,0000,0000,,Because -
Dialogue: 0,0:16:30.65,0:16:32.10,Default,,0000,0000,0000,,here's another bra doozy -
Dialogue: 0,0:16:32.10,0:16:36.10,Default,,0000,0000,0000,,the majority of support comes\Nfrom the underband, not the straps.
Dialogue: 0,0:16:36.10,0:16:37.23,Default,,0000,0000,0000,,In fact,
Dialogue: 0,0:16:37.23,0:16:39.44,Default,,0000,0000,0000,,if your shoulder straps are digging in,
Dialogue: 0,0:16:39.44,0:16:44.02,Default,,0000,0000,0000,,it could mean that your underband\Nis too big and isn't doing its job.
Dialogue: 0,0:16:44.43,0:16:48.09,Default,,0000,0000,0000,,By the way, you don't have\Nto adjust the straps equally.
Dialogue: 0,0:16:48.09,0:16:50.96,Default,,0000,0000,0000,,Most people have one shoulder\Nhigher than another,
Dialogue: 0,0:16:50.96,0:16:53.68,Default,,0000,0000,0000,,so it's OK if one needs\Nto be tighter than another.
Dialogue: 0,0:16:54.24,0:16:55.37,Default,,0000,0000,0000,,When you buy a new bra,
Dialogue: 0,0:16:55.37,0:16:58.79,Default,,0000,0000,0000,,be sure to also try on\Nyour sister sizes to find the best fit.
Dialogue: 0,0:16:59.17,0:17:01.99,Default,,0000,0000,0000,,And be sure to find a bra\Nthat fits on the loosest hook.
Dialogue: 0,0:17:02.40,0:17:04.88,Default,,0000,0000,0000,,You're supposed to hook\Na new bra on the loosest hook
Dialogue: 0,0:17:04.88,0:17:07.07,Default,,0000,0000,0000,,so that as it gets older\Nand stretches out,
Dialogue: 0,0:17:07.07,0:17:08.43,Default,,0000,0000,0000,,you can tighten it.
Dialogue: 0,0:17:08.95,0:17:11.63,Default,,0000,0000,0000,,And if your bra has had a birthday,
Dialogue: 0,0:17:12.36,0:17:14.18,Default,,0000,0000,0000,,it has outstayed its welcome.
Dialogue: 0,0:17:14.18,0:17:15.81,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:15.81,0:17:19.11,Default,,0000,0000,0000,,You should be replacing\Nyour bras every year.
Dialogue: 0,0:17:19.73,0:17:21.06,Default,,0000,0000,0000,,(Explosive sound)
Dialogue: 0,0:17:21.06,0:17:23.78,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:23.78,0:17:26.78,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:17:27.77,0:17:29.57,Default,,0000,0000,0000,,I know -
Dialogue: 0,0:17:29.57,0:17:31.93,Default,,0000,0000,0000,,this is mind-blowing stuff, truly.
Dialogue: 0,0:17:31.93,0:17:33.49,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:35.65,0:17:38.70,Default,,0000,0000,0000,,No matter when you bought the bra\Nyou're wearing today,
Dialogue: 0,0:17:38.70,0:17:42.74,Default,,0000,0000,0000,,bottom line is it's 100 years\Nolder than you think.
Dialogue: 0,0:17:42.74,0:17:43.88,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:43.88,0:17:46.62,Default,,0000,0000,0000,,Hey, some things do get better with age,
Dialogue: 0,0:17:46.62,0:17:48.27,Default,,0000,0000,0000,,like fine wine
Dialogue: 0,0:17:48.73,0:17:50.26,Default,,0000,0000,0000,,or Helen Mirren.
Dialogue: 0,0:17:50.26,0:17:51.73,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:51.73,0:17:53.31,Default,,0000,0000,0000,,But not the bra.
Dialogue: 0,0:17:53.69,0:17:58.51,Default,,0000,0000,0000,,And it leaves us to question:\NWhat other outdated ideas are we stuck on?
Dialogue: 0,0:17:59.60,0:18:01.01,Default,,0000,0000,0000,,Here's the thing:
Dialogue: 0,0:18:01.62,0:18:03.100,Default,,0000,0000,0000,,All bras are training bras.
Dialogue: 0,0:18:04.66,0:18:06.57,Default,,0000,0000,0000,,They train us from a young age
Dialogue: 0,0:18:06.57,0:18:11.99,Default,,0000,0000,0000,,that this is how things are,\Nhow things feel, how you come up short,
Dialogue: 0,0:18:11.99,0:18:14.26,Default,,0000,0000,0000,,and there's nothing you can do about it.
Dialogue: 0,0:18:15.13,0:18:18.40,Default,,0000,0000,0000,,Bras have become\Nan icon for the status quo.
Dialogue: 0,0:18:19.40,0:18:22.40,Default,,0000,0000,0000,,I'm not saying we should all\Nbe burning our bras,
Dialogue: 0,0:18:22.40,0:18:24.46,Default,,0000,0000,0000,,but we can do better than this.
Dialogue: 0,0:18:25.01,0:18:26.56,Default,,0000,0000,0000,,If we don't question something
Dialogue: 0,0:18:26.56,0:18:31.24,Default,,0000,0000,0000,,as small and persistent\Nas the first thing we put on every day,
Dialogue: 0,0:18:31.24,0:18:33.36,Default,,0000,0000,0000,,how can we question the bigger things?
Dialogue: 0,0:18:34.49,0:18:37.54,Default,,0000,0000,0000,,The time is now for us\Nto challenge the status quo,
Dialogue: 0,0:18:38.02,0:18:40.24,Default,,0000,0000,0000,,and it starts at chest level.
Dialogue: 0,0:18:41.31,0:18:43.49,Default,,0000,0000,0000,,Because for far too long,
Dialogue: 0,0:18:43.49,0:18:46.57,Default,,0000,0000,0000,,the very thing\Nthat's supposed to lift us up
Dialogue: 0,0:18:46.57,0:18:47.74,Default,,0000,0000,0000,,has let us down.
Dialogue: 0,0:18:47.74,0:18:48.74,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:18:48.74,0:18:49.64,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:18:49.64,0:18:52.65,Default,,0000,0000,0000,,(Applause)