Rachel de Boer ultimately told some good friends a secret she had kept for years: She slept with stuffed socks sewn among the cups of an old bra to avoid cleavage wrinkles and smooth out her neckline.
Three years later, a professionally developed and manufactured version of that identical contraption is sold in 150 lingerie shops across the Netherlands and Belgium, approved by a research institute and obtaining interest from retail outlets in Austria, Germany, Spain, Portugal, France and Britain.
“It began out as my secret, I did not wish to speak about my wrinkles or the (very first) bra I created, which was ugly,” de Boer told Reuters. “But I slept like that for seven years after which I turned 40, told my buddies and they admitted they also had this issue.”
Sceptical but curious, her buddies also wanted sock bras to smooth out their cleavage wrinkles. So De Boer produced 5 more versions of what exactly is now known as “La Decollette.”Her friends had been so enthusiastic about the results, they encouraged the former real estate agent to quit selling houses and design an anti-wrinkle night bra that ladies would wish to wear to bed.La Decollette, which has a soft, padded rectangular piece of material between the collar bone and the sternum and sits between the breasts, was born and to De Boer’s amazement, has addressed an issue numerous females all over Europe appear to share.The cupless bra is worn at night and keeps the breasts “in place” to avoid the compressing of breasts together which De Boer says can create vertical wrinkles.”If you sleep on your back, then you’ll in no way have this difficulty,” she says adding, “Le Decollette works simply because the breast are separated through the night.”
De Boer’s anti-wrinkle bra has been a hit at lingerie shows around Europe and she said it also has the stamp of approval from the Parisian research institute CERCO or Centre d’Etudes et de Recherches Cosmetologique.
CERCO carried out research on women between 35 and 60 years old and declared that those who wear the bra can see cleavage wrinkles reduced significantly after 24 hours, she said.
De Boer sold 12,000 of the 50-euro ($72) one-size fits all, anti-wrinkle bras last year, expects to sell 25,000 this year and 50,000 next year.
Talks are also underway to ship the bras to the United States and Canada.
© Reuters 2011