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An Environmental Triumph

BY LIZZIE, WOMENSWEAR EDITOR ON 12 MAY 2012 09:56 NEWSCOMMENTS

Triumph International Japan campaign mod

Triumph has created a new Super Cool Bra, showcased yesterday in Tokyo, that really is ‘cool’, in every sense of the word…

Do you find the train commute a bit stifling in the summer? Does your office get so hot you find yourself practically stripping off during an important meeting with the boss? If so, this new bra concept from Triumph could save your temperament, and protect your modesty, with a built in ice pack guaranteed to keep body, and mind, cool in the heat.

Available in two different colours, the bra is designed to look like a fishbowl, with fish and seaweed patterns adorning the cups. Complete with gel pads that must be placed in the freezer for up to two hours before inserting into the cups, the quirky lingerie also comes complete with a sprig of mint and miniature wind chime to create a ‘refreshing fragrance and sound’. In addition, there is the option to choose a bamboo ladle accessory (used to splash water over the body) or a mini hand fan – each attached to the side of the bra itself. So far, so nothing like anything we have in our lingerie drawer…

While we may stock Triumph at Debenhams, unfortunately this particular item won’t be hanging off our rails anytime soon. In reality, this unique design was solely created to encourage Japanese citizens to cut down on their air conditioning. Personally, we think it’s rather neglectful to not make one for the Debenhams team, currently occupying an office that doesn’t seem to have even heard of air conditioning…

In all seriousness, following the Fukushima nuclear power disaster in March 2011, Japan has been facing a number of energy issues. According to Triumph spokesperson Yoshiko Masuda:

The whole nation, especially the Kansai region, use 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.

With every magazine and newspaper, and of course the Debenhams blog, discussing the bras, and in turn the issue, today… we think it’s done the trick.

Shop Triumph lingerie

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