Bra Innovation Seen To Be A Hit

A bra innovation is seen to be a hit especially among companies that manufacture, produce or create intimate apparel.

Founders of the Internal Support Structure (ISS) by Galway-based Embrace Design Innovations says that this so-called bra innovation will soon be a hit among those that produce underwear. The ISS offers support in movement for all intimate apparel, including lingerie, nightwear, swimwear, shapewear, sportswear and maternity and nursing wear.

“I have developed a concept which offers breast support and uncompromised fit in movement across all intimate apparel,” says Embrace creative director Reenagh McCall.

“The ISS addresses fit issues such as falling straps, wire displacement through downward garment drag or upward garment lift in slips, bodysuits, camisoles, and open-cup breast support in nursing garments. It also addresses breast bounce and shape in sportswear.”

McCall’s mother was apparently the inspiration of it all.

“She was a bit of a latent genius and inventor in her own right. About 20 years ago, she came up with the idea of a soft piece of material to anchor a body suit. I came back to this a couple of years ago and developed the ISS, which is an extra piece of material with sits under the bra or body suit and stabilises the garment on the body.”

According to McCall, the concept is simple and inexpensive. It centres on the vertical and horizontal movement of the body as two separate axes. When the two axes pull against each other the garment moves. The ISS is hinged at three points thereby allowing greater freedom of movement in both directions without imposing directional pull or drag.

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February 28, 2012. Tags: , , , , , , , , . Bras, Lingerie, Maternity Bras, Underwear.

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