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Double Breasted Not Always Best

News release

October 20, 2003

Double breasted not always best

Straps cutting into shoulders, lace print imbedded into your skin, the dreaded double-boob syndrome and worse - bra induced back fat!

Good news, there is now a bra that eliminates all these problems with a breakthrough in bra technology.

Launched today, the Berlei One is described as the World's Most Comfortable Bra.

The Berlei One is the world's first virtually stitch free bra and according to Berlei it is so seamless and smooth it's virtually invisible under the tightest fitting top.

Recent research by Berlei reveals that three out of four Kiwi women are wearing the wrong size bra[1] and that comfort is the number one feature women are looking for.

Berlei says the new product solves the discomfort problem by eliminating back bulge, underwire cuts and pressure marks.

"It's breakthrough bra technology that gives wonderful shape and yet looks and feels like you are wearing nothing," says New Zealand Berlei brand manager Katrina van Dijk.

"New Zealand women want a bra that looks good on its own, that makes us feel good, but also one that makes the clothes we wear look good," says van Dijk.

The Berlei One was developed in Australia and launched there very successfully last year. New Zealand is only the second country in the world to get it.

The Berlei One embodies four key breakthroughs:

1. Comfort - Berlei's world-first fusing technology replaces the need for irritating stitches and seams. Instead, fabric is fused seamlessly together using glue, heat and pressure to create a fabulously smooth, flexible join.

2. Painless support - underwires are sealed inside specially developed flat casing which is fused between outer fabric and lining. The result: underwires that won't cut in or poke out.

3. Invisibility - no back bulge thanks to smart, seam-free design which ensures bra sits flat on body.

4. Discretion - solid fabric prevents nipple show-through; seam-free cups disappear under clothing.

"This collection took two years to develop and results from extensive research internationally," Katrina Van Dijk says. "It was designed in response to consumer demand for greater comfort in intimate apparel - without compromising looks and fashion."

All designs have been tested in a two-phase consumer study involving women from cup sizes A to DD, aged 19 to 55.

The response has been overwhelmingly positive.

'It looks and feels almost like I'm wearing nothing' is a common refrain among customers, Katrina Van Dijk says.

The Berlei One collection is available in Farmers department and specialty stores nation-wide from today (Monday, October 20).


Issued for Pacific Brands by Pead PR

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