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