For big-breasted women, the struggle is real — and thanks to a hilarious stunt pulled by a lingerie company, some men are learning the gravity of the situation firsthand.
In order to school guys in the ways of a well-endowed woman’s world, Dutch lingerie brand PrimaDonna decided to create a wearable contraption that simulates what it’s like to try to live a normal life while having E-cups. In a video posted online, various men sport the weighted accessory while going about their everyday business. One bespectacled guy sitting at his desk, working, frequently adjusts himself to find a more comfortable position. “I have these red marks, really, ouch,” whines another, showing off the chafing caused by the pressure of his straps.
The video goes on to reveal an eye-opening stat: The average bra size in the U.S. is currently 34DD. Despite that fact, big-breasted women still have trouble finding a bra that fits. PrimaDonna says on its website that it can take just 10 seconds to recognize the perfect fit when it comes to bras, but it can take up to 18 months to create the perfect bra. In fact, the “most popular lingerie company in the world” — the video doesn’t name names, but it’s obvious who it’s referring to — doesn’t even carry a size larger than a DDD. “The industry says bigger bras require more time and expertise to design,” PrimaDonna says. “This means millions of women are stuck with limited options.”
PrimaDonna is trying to be part of the solution. A lingerie specialist for larger cup sizes, the brand carries bras up to a J. The company’s male CEO, Ignace Van Doorselaere, says in the clip, “A question I often get is, ‘As a man, how can you know what it is like to have a bigger cup size? You make lingerie for women with a larger cup size, but you have no clue.’ We do have an arsenal of marketing techniques to investigate this. But there is only one way for a man to realize what an E cup feels like.” That’s why Van Doorselaere chose his own male employees to be subjects for the experiment: so they can better understand their audience. And, yes, he wore the weighted contraption too.
Making more than just a companywide effort, PrimaDonna decided to christen the day “International E-Cup Day for Men.” Van Doorselaere cites comments he gets from many people about how cool it must be to be a man working for a lingerie company. “All these models, posters of half-naked women,” he recalls. “But men just don’t think about the effects of actually having an E-cup.”
This isn’t just an undergarment issue, PrimaDonna wants men — and women — to know. The big-breasted among us also suffer health problems in many cases. The video cites neck pain and back pain among the ailments of many top-heavy women. In fact, “breasts larger than D-cups can even alter the spine’s curvature,” the clip reveals.
On its website, the National Women’s Health Resource Center backs up this information. In one study cited by a medical expert for the organization, 81 percent of women who underwent breast-reduction surgery claimed to have suffered neck and back pain, 77 percent had shoulder pain, and “45 percent reported significant limitation in their activity.”
“Let’s be honest,” Van Doorselaere says in the video. “An E-cup can weigh up to to 1 or 1.5 kilograms per breast.” That equals about 3 pounds or more. “Imagine you are a woman. Carry those breasts for an entire day. That’s why you need good support. Not only does a good bra make a woman feel better physically, but also [feel] more attractive.”
“Good support is important,” the progressive CEO concludes. “Everybody at PrimaDonna knows that now.”