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Wed Aug 27 21:00:06 SAST 2014

Japan 'ice bra' aims to keep women cool - everywhere

Sapa-AFP | 09 May, 2012 11:20
Triumph International Japan campaign models Ayana Kaneda (L) and Misaki Tanabe display the 'Super Cool Bra' at the company's headquarters in Tokyo on May 2012. Promoted amid the forthcoming power shortage Japan will face in this summer, the cups of the bra are designed to mimic fish tanks filled with non-solid frozen gel, which after being left in a freezer for a few hours are to cool the body cool while remaining soft at the same time.
Image by: Yoshikazu TSUNO / AFP PHOTO

A bra with built-in ice packs, a wind chime and a sprig of mint that was unveiled in Japan on Wednesday is promising to keep women cool this summer.

In a nearly-naked publicity stunt, underwear firm Triumph Japan had models parading around showing off its ‘Super Cool Bra’, featuring what appears to be a pair of small fish tanks encompassing the breasts.

These cups are filled with a gel that remains soft and supple even when frozen, giving the wearer "a cool sensation against her skin", the company said in a statement.

A traditional Japanese wind chime – and a mint leaf – dangle between the cups giving an impression of cooling "by way of its refreshing fragrance and sound".

The company, which has a long tradition of novelty launches that are never made available for public sale, said it conceived of the bra in response to a need to save energy during the hot summer.

With no working nuclear reactors amid heightened public mistrust over atomic power in post-Fukushima Japan, the country has once again begun its ‘Cool Biz’ camp urging people to dress down for work and avoid the need to crank up the aircon.

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Wed Aug 27 21:00:06 SAST 2014 ::