To truly understand what a man goes through in a day, you must walk a mile in his shoes or wear a woman’s bra. At least that’s what CEO Ignace Van Doorselaere is trying to accomplish with the male staff at PrimaDonna.
It’s not just about designing and making sexy lingerie to highlight women’s assets at the European lingerie company, it’s all about understanding a woman’s body and what it means to have breasts. The bigger the cup size, the more discomfort it is for a woman to go about her day while dealing with the weight her breasts.
Van Doorselaere admits he has been asked numerous times how he could be in the bra business as he does not fully grasp what his consumers go through. Hence, the CEO decided to get the help of the seamstresses in the company to make him and the rest of the men a special harness to wear for the day.
The men at PrimaDonna lingerie had their official International E-Cup Day.
The men wore a harness that weighed around 6.6 pounds, the average weight of E-cup breasts.
PrimaDonna specializes in larger cup bras starting at C and going all the way up to a J. Yes, J is an actual cup size.
It was tit-for-tat for the men to feel what women go through everyday from back pains, bra straps digging into the skin, headaches, and overall discomfort.
Some guys acted cheeky and really got into this bra-wearing thing.
The men understood too well after the experiment that it's not just about making sexy lingerie, comfort is fundamental.
Watch the hilarious E-Cup Day for men video.