Just My Size Brand Launches Pure Comfort Bra in Smart Sizes

Just My Size Brand Launches Pure Comfort Bra in Smart Sizes

New bra takes comfort to new level and addresses many unique fit challenges of
plus-size women.

WINSTON-SALEM, N.C., Aug. 6, 2013 (GLOBE NEWSWIRE) -- Plus-size apparel brand
JMS/Just My Size introduces the Pure Comfort Bra, a new concept that
eliminates bra hassles with a seamless, wire-free design in five
easy-to-understand smart sizes designed specifically for women sizes 40D –
"For a plus-size woman, there is not a more important wardrobe staple than a
comfortable, great fitting bra," said Crystal Stowe, Just My Size brand
marketing. "With this bra, we are taking comfort to a whole new level. At the
same time, we address many of her unique fit challenges."
In the recent Just My Size Passion for Plus survey, of 7,000 women, twice as
many women thought that a great bra was "a girl's best friend" compared with a
perfectly fitting pair of jeans. "Plus-size women struggle with the fit of
their clothes, and that fit begins with what they are wearing underneath,"
said Stowe. "Having the right bra and panties for your body is crucial to
looking and feeling good in any outfit."
In developing the new Pure Comfort bra, designers at Just My Size focused on
eliminating the hassles most commonly called out by plus-size women in
describing their bras, such as uncomfortable seams, slipping straps and the
lack of all-oversmoothing.
"Innovations in seamless technology enabled us to develop a construction that
addressed her biggest issues including bands that roll up, uneven profiles and
shoulder pain," said Jodi Sisley, Just My Size bra designer. "The flex in the
design also opened the door to a new sizing system that collapses 22
traditional cup-and-band sizes into five smart sizes, simplifying the shopping
The new Just My Size Pure Comfort bra boasts an innovative, seamless
construction with knit-in light support under and around the breasts that
delivers flawless shaping and exceptional comfort. The wide-bottom band helps
prevent roll-up, the broad straps eliminate slippage, and a wide rounded back
delivers a touch of smoothing.
Initial reactions from focus groups and women who first purchased the Just My
Size Pure Comfort bra highlight the bra as an absolute comfort solution. While
it can be worn all day and for any occasion, it was seen as a go-to style when
comfort is a must, such as shopping, relaxing at home and other leisure
activities. "We are giving the plus woman the power of pure comfort in a bra
that's easy to shop for and solves many of her common bra complaints," said
The Pure Comfort bra is priced at $13.99 and comes in two basic colors (Black
and Nude) and two fashion colors (Deep Kiss Pink and Purple Cactus Flower).
JMS/Just My Size, a leading women's plus-size apparel brand, has been
designing clothes for the plus-size woman and leading the plus-size
conversation for nearly 30 years. It offers bras, panties, hosiery, casual
essentials, jeans and activewear. JMS intimate apparel and hosiery are
available at leading retailers nationwide; JMS apparel is available at Walmart
stores nationwide. JMS/Just My Size styles also are available online at

Just My Size logo


A photo accompanying this release is available at:


CONTACT: Bernie Wallace
         Terri Barnes

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