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article imageJapanese apparel company unveils new product, an 'ice bra'

By Leigh Goessl     May 9, 2012 in Business
Tokyo - A company that produces underwear has just unveiled a new bra that is constructed to be energy-saving. It is created of frozen packs to keep women cool during the hot summer months.
The ice bra, offcially called the "Super Cool Bra" is made with built-in ice packs to provide a cool feeling during hot weather. Developed by Triumph, a manufacturer in Japan, the company aims for its wearers to receive a "super cool feeling."
Promoted as an energy-efficient product, the company said in its statement on its website [translated by Google] it aims to "hook the five senses" without resorting to using power to cool down during anticipated heat waves.
The cool feel of the ice packs is the obvious sense, but what about the other four senses?
The bra was described by NewsCore (courtesy of MyFoxDC), as resembling a "small fish tank," as to align with the designers' vision for the apparel to look "cool." The ice bra is supposed to appeal to the other senses through wind chimes and mint leaves to "produce coolness in the senses of smell and hearing."
As for taste, Triumph stated in its announcement there was a bottom side pouch with salt, with room for a mint candy "surpassing heat in taste." The company claimed the feature would help to compensate for loss of salt when sweating.
"Super Cool Bra" also comes equipped with a mini fan and mini ladle (to help spoon cool water over oneself), and is complete with the wearer choosing a bamboo or fish net theme.
NewsCore reported this product is a part of a larger national initiative to support the Japanese government's "Super Cool Biz" campaign which was launched last summer. The campaign is focused on reducing energy consumption and discouraging use of air conditioning. Currently, Japan still fights to recover from the Fukushima disaster.
"Just the other day, all of Japan's nuclear reactors shut down," Triumph spokeswoman Yoshiko Masuda told Reuters (courtesy of CBC News) "The whole nation, especially the Kansai region, is expected to suffer from a shortfall of electricity. Companies and families now have to deal with higher electricity bills, so we decided on this theme as we felt we had to increase awareness of saving electricity."
Recently, Digital Journal reported on the closing of Japan's nuclear power plants.
More about ice bra, Japan, japanese firm, super cool bra, Triumph
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