DALLAS — A new backless and strapless bra from Australia is taking aim at the U.S. market.

BustFree USA, based in San Antonio, is the North American licensee of Sydney-based BustFree. The bra premiered in Australia in 2002 and was launched in the U.S. in March following successful rollouts in Europe and Asia.

The BustFree bra is made of medical-grade expanded polyurethane cups that adhere to and are held in place by form-fitting clothing. According to company executives, the BustFree bra’s memory feature eliminates the need for adhesives, straps or hooks and can be molded to fit most women. It comes in a range of colors and sizes and retails for $27.95.

It’s available online at bustfreeusa.com and is being sold to stores for delivery later this summer.

“The BustFree bra fills a niche that’s not covered by stick-on bras and conventional strapped bras,” said David Blacklock, president of BustFree USA, noting that the bra has patents globally. “It’s great for backless and strapless clothing, including swimsuits, and also for giving uplift to the bustline.”

He said the bra is also finding favor with nursing mothers and for women who’ve undergone mastectomies, citing the comfort of the lightweight hypoallergenic foam used to make the cups.

BustFree was invented by Kelly Westall when she used polyurethane foam to construct strapless bra cups that wouldn’t irritate a mole under one of her breasts. Westall showed her invention on the Australian TV talk show “Today Tonight” and sold 50,000 pairs in less than a month from her Web site and call centers.

Blacklock has ambitious plans for BustFree USA, with a license that covers all the U.S., Canada and Mexico.

“We are gearing up to market BustFree in a range of specialty and department stores across North America and believe there’s a huge potential for the product, especially considering all the casual and bare fashions that are so trendy now,” Blacklock said.

This story first appeared in the June 27, 2005 issue of WWD. Subscribe Today.

load comments
blog comments powered by Disqus