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Saturday, January 21, 2012

THE DREAM WIRE: BRA THAT PROVIDES THE PUSH OF AN UNDERWIRE WITHOUT THE PAIN IS UNVEILED





For years, underwire has enjoyed the best supporting role in lingerie. But wearing an underwired bra is not always the most comfortable experience. Some women find they can dig into their ribcage or pinch the bust. The non-underwired types, however, just don’t offer the same uplift.
Now UItimo claims to have come up with a third option. Its Dreamwire bra is said to provide all the lift of an underwire, with none of the discomfort.
The Glasgow-based firm, run by entrepreneur Michelle Mone, spent two years devising the bra which it claims is the most comfortable in the world.
Made from a single piece of sculpted foam, and covered in a light-weight synthetic material, the bra has virtually no stitching or joins, making it much less likely to rub the skin.
Inside the cup is a type of foam padding that incorporates a soft plastic underwire that gives extra support to the bust. This foam also helps cushion the skin from any digging from the wire.
The Dreamwire, which will cost £24, is due to go on sale at the end of this month.
It has been trialled by 100 women over the past 14 months and is due to go on sale online and in Debenhams stores.
Michelle Mone, creator of Ultimo, was inspired to create the Dreamwire after years of wearing painful underwired bras. She tried and tested the Dreamwire herself and has never looked back.
The Dreamwire aimed to provide pure comfort without losing any cleavage. It is an everyday bra designed for comfort but without sacrificing any support or shape. It can be worn for 24 hours a day, for work, exercise and sleep, without the woman feeling any discomfort.

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