Too much bounce in your step? Get a Bro, bro.
The Men's Premium Brassiere is bouncing off the shelves at Japanese online retailer Rakuten. So says the company website where the Wishroom "Men's Bra" has achieved the number one ranking two weeks running! What's behind the sudden bust-out of an item previously known only from an infamous episode of Seinfeld?
Rakuten's online ad campaign is curious to say the least. The Men's Bras are displayed not on real live men, but on male mannequins. There are images of actual guys at the product page but they appear to be equipped with six-packs instead of flapjacks. They're also not Japanese.
C'mon Rakuten, show us who your target market really is - from all indications, it's European metrosexuals and not overweight office workers quivering away on the daily train trip.
Now some among you may be wondering if the Men's Premium Bra is right for you, or that it would make a great holiday gift for that terror of the buffets, your chunky brother-in-law.
Keep in mind that the 2,800 yen (about $28) "mansiers" are only available in A85 and A90 sizes (33 to 35 inches), so it's not just sumo-sized moobsters who are going to be out of lactic luck.
According to Rakuten, wearing a Men's Bra makes guys feel "kinder, gentler, more receptive to the feelings of those around them." Are they speaking from experience or have they surveyed the brotherly bra buyers? Perhaps the best answer to that is "don't ask, don't tell."
According to this writer at least, the Japanese "bro" is just one more indication that enormous Mega Macs and sickly sweet soft drinks are finally having the expected effect on the Japanese waistline - and parts north thereof.
Whatever the reason, the Men's Premium Brassiere is here, so stifle the giggle and harness that jiggle!
Rakuten is offering those overly endowed or envious of their better halves (or both) a choice of four colors: black, white, pale blue or pink. Yes, pink - maybe wives and girlfriends will find their bra-wearing guys to be cute. Can we expect a Hello Kitty brand men's bra anytime soon? I'm guessing it's a done deal.
I should also mention that for a limited time and especially for Christmas, the Men's Bra's will be available in red... now that's hot. Word to Rakuten: please DON'T show Santa posing in a red Men's Premium Bra... Ho Ho Ho, No No No!!! You can get your own Men's Premium Brassiere here.