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The lining of the cups is thickened and enhanced with shape-enhancing inserts or foam padding inside the entire lining of cup. Padded bras support the breasts but, unlike push-up bras (see below), are not intended to significantly increase cleavage. [4] Also see water bra below. Plus-size: See Full-support bra above.
A version reappeared in the late 1960s, called a braslip, [2] which featured a bra top and attached slip, to wear under short, shift dresses, and replace half slips. Often the bra top was an underwire style, and the entire garment was sized by the bra. From the 1970s the term teddy or teddie was adopted to refer to a similar style of undergarment.
Bras are not universally worn around the world; in some developing countries bras may cost up to 10–30 hours of a woman's wages, making them unaffordable to most of the population. [146] [147] [148] As of 2011, women in Fiji needed to pay up to a week's wages for a new bra. [149] Bras are highly prized at second-hand markets in West Africa.
Playtex-branded apparel products sold by Hanesbrands include bras, panties and shapewear. According to Hanesbrands, Playtex is the fourth largest brand by revenue in its portfolio. [53] The brand has the strongest loyalty among customers who prioritize fit. As of 2002, Playtex was the second most popular brand of bras. [63]
The term "cup" was not used to describe bras until 1916 [5] when two patents were filed. [6]In October 1932, S.H. Camp and Company was the first to use letters of the alphabet (A, B, C and D) to indicate cup size, although the letters represented how pendulous the breasts were and not their volume.
The company was founded by Cami Téllez and Jack DeFuria in 2019 and backed by $3.5 million from venture capital investors. [2] To found the company, Téllez dropped out of Columbia University, where she studied English and Art History for seven semesters.