Wearing an underwired bra is not always the most comfortable experience, but the non-underwired types just don’t offer the same uplift.
A new bra from UItimo claims to have come up with a third option. Ultimo’s Dreamwire bra is said to provide all the lift of an underwire, with none of the discomfort.
Ultimo, a company based in Glasgow, UK, run by entrepreneur Michelle Mone, spent two years devising the bra which it claims is the most comfortable in the world.
Made from a single piece of sculpted foam, and covered in a light-weight synthetic material, the Dreamwire bra has virtually no stitching or joins, making it much less likely to rub the skin.
Inside the cup is a type of foam padding that incorporates a soft plastic underwire that gives extra support to the bust. This foam also helps cushion the skin from any digging from the wire.
The Dreamwire bra, which will cost £24 ($37), is due to go on sale in UK at the end of this month.
The new bra has been trialed by 100 women over the past 14 months and is due to go on sale online and in Debenhams stores.
Michelle Mone, creator of Ultimo, was inspired to create the Dreamwire after years of wearing painful underwired bras. She tried and tested the Dreamwire herself and has never looked back.
She said: “I wear the Dreamwire every day – after you have worn it once you will never want to wear another bra, trust me.
“It has absolutely no gel yet it still creates the shape you want, with a comfort factor women have always dreamed of.”
A spokesman for Ultimo said the Dreamwire aimed to provide “pure comfort without losing any cleavage”.
“It is an everyday bra designed for comfort but without sacrificing any support or shape,” the spokeswoman said.
“It can be worn for 24 hours a day, for work, exercise and sleep, without the woman feeling any discomfort.”