
Jockey is turning the bra world upside-down after unveiling their plan to do away with traditional bra sizes for what they call "3-D Sizing." The company's research department has spent the last 8 years developing the new sizing system, which takes into account the shape and volume of a woman's breasts versus the traditional bust only measurement.
To ensure a perfect comfortable fit, Jockey is distributing "fit kits" to interested women. They include 10 plastic cups in varying shapes, along with measuring tape. Customers are meant to try on the cups and see what works best, then measure their rib cage. Someone with a 34-inch rib cage and medium-size breasts might wear a 5-34 or a 6-34, for instance. It's unclear whether the new system will catch on with other lingerie manufacturers, but the idea that no one boob is the same sounds promising, especially since most women are wearing ill-fitting bras because they just can't buy one off the shelf that fits right.


















