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Ice bra unveiled by Triumph Japan to keep women cool

'Super cool' product will reduce energy demands in a country with no working nuclear reactors

Summer is just around the corner and a Japanese company has just the solution for staying cool - at least for women.

In a rather bare unveiling, underwear firm Triumph Japan presented their new ice bra. It's a bra with built-in ice packs, a traditional Japanese wind chime and a small mint leaf.

The cups are filled with gel pads, which can go in the freezer and are then inserted into the cups. They can remain soft even when frozen. This give the wearer "a cool sensation against the skin," said the company in a statement.

Amid public mistrust over nuclear power, Japan has no working reactors and due to the lack of energy the country is encouraging people to dress down for work and avoid cranking the A/C.

"The whole nation, especially the Kansai region, is expected to suffer from a shortfall of electricity," said Triumph spokeswoman Yoshiko Masudo in a Daily Mail article. "Company and families now have to deal with higher electricity bills, so we decided on this theme as we felt we had to increase awareness of saving electricity."

The ice bra isn't the first piece of clothing invented in Japan to keep people cool. A company called Kuchofuko, or "air-conditioned clothing" is helping people stay cool by producing jackets, shirts and pants with battery-operated fans, which keep air cool just around the person's body. By only having to cool a small area as opposed to a whole house or office it can drastically cut energy demands.

(Reuters photos)