The launch of Triumph’s concept bras have been an institution in itself in Tokyo, something that has given the Swiss underclothing company a publicity boost every year for the past 25 years. This year, with a nod to Japanese Prime Minister Shinzo Abe’s aggressive fiscal policy popularly known as “Abenomics, Triumph is launching the “Branomics” concept brassiere, which the clothing company hopes will give a “lift” (wink wink) to Japan’s “growth strategy”.
The “Branomics Bra” is a tongue-in-cheek take on Prime Minister Abe’s “three-arrow” plan for Japan’s economic revival. Abe has said that the plan aims to reach 2 percent inflation in two years’ time. With that, Triumph has produced this concept bra featuring a rising “trendline” and uses upward-pointing arrows as motifs of the cheeky piece of underwear. To cap it off, the bra also promises a “2 percent increase” in volume (wink wink), this done with extra padding. “We hope that, as the Japanese economy grows, we can also help bust sizes to get bigger,” said spokesperson Keiko Masuda. We don’t really understand what Ms. Masuda thought the connection between the two does, but at least we clearly understand the purpose of the bra. How this affects the performance of the country’s policy-makers is unclear at this point as well.
Past offerings from Triumph’s concept line were solar-powered bras, a bra that promotes recycling and “husband-hunting” bras. The guys and gals in the company’s idea department must have the most enjoyable job in the world. Take this piece of genius for example – the “Super Cool Bra”, which was Triumph’s concept last year. Here’s a bra that women can probably wear during hot summer months, but the male population of the JDP can’t really understand how near freezing temperatures in, errr… there, can be considered as comfy. The look like small fish tanks with the non-freezing gel inside that stays soft even when frozen, and provides that “cooling sensation” on wearer’s skin. The capper on this piece of genius is a wind chime right between the cups. Yes, a wind chime – we kid you not. This, according to Triumph, will somehow give women an impression of a cooling breeze as the chime sounds as they wear the bra.