Apparel retailer Jockey says it has reinvented the bra with a patented "volumetric fit system" that does away with the underwire and replaces the 80-year-old alphanumeric sizing format, but is it worth the $60 price tag?
Sue Barton, 60, was fitted for a bra in a Jockey store in the Chicago area and said the "value was terrific," especially for something that feels "custom-fit" for you.
She said she didn't go to the mall looking for a bra but walked away with two, including wearing one out the door.
As a woman between standard bra sizes, she said, "I got the most comfortable fit I've ever had."
Standard bras typically come in cup and chest band sizes AAA through DD, though sometimes going as high in the alphabet as N, says Elisabeth Dale, author and founder of TheBreastLife.com.