There are thousands of lingerie brands clamoring for your attention and patronage every day, many of them backed up by expensive and glamorous marketing campaigns.
So how’s a newcomer to the industry supposed to get noticed?
If you’re Trusst Lingerie, a potentially revolutionary concept in bra manufacturing, you leave it to men to make your point.
The Pittsburgh-based startup, which uses engineering technology to provide underbust support on its large-cup bras, launched a comical video last week to illustrate the challenges facing big-busted women … but from a man’s point of view.
The film titled “A Day in the Life of Melon Man” follows a clueless dude who’s forced to wear his wife’s bra for a day, stuffed with heavy melons, after he dismisses her complaints about the “amazing gift” of big breasts.
“My wife is always complaining about her boobs,” he sneers. “I think she’s being kind of a diva about it.”
The 90-second parody is a sequel to Trusst‘s first video, simply called “The Melon Men” (below), which racked up nearly 90,000 views when it was released last spring. The new video was created to publicize the fact that Trusst is now accepting pre-orders for its first product release.
Trusst drew a lot of attention last spring with a hugely successful Kickstarter campaign to finance its debut collection of wire-free bras for larger bust sizes.
Founders Sophia Berman and Laura West, both graduates of Carnegie Mellon University’s industrial design program, spent a year testing their 3D-printed prototypes, which relied on the same architectural principles used in building bridges.
The pair received seed funding from the Pittsburgh business accelerator Alpha Lab Gear, giving them work space alongside other product engineers working mostly in robotics. The company’s six-person, all-woman team now includes people with backgrounds in nano technology, 3D printing, engineering and product design.
The patent-pending Trusst bra, which is available in three styles, is “totally different than any other structure out there,” Sophia told Lingerie Talk last spring.
“It removes a lot of the pain points associated with having a larger bust,” she added. “It supports your bust in an engineering fashion.”
The design uses no metal and instead creates support through the strategic placement of stretch fabrics and a plastic composite band. As a result, 80% of the weight-bearing function of the bra is provided by underbust support — a feature that reduces the back and shoulder pain that many women experience.
In the lengthy development phase leading to its market launch, Trusst built up an eager community of followers through social media campaigns (such as the Twitter hashtag #bigboobproblems) aand marketing that relied on non-professional models with a range of body sizes.
“A lot of people really excited about what we’re doing and waiting for products to become available,” Sophia said. “If you have large breasts you’re always thinking about them.”
Trusst‘s bras are available in band sizes up to 42 and cup sizes up to K, and retail for $110-130. The first product delivery is scheduled for February.