British department store chain Debenhams wants bras to be a less-weighty affair, literally.

This story first appeared in the July 25, 2011 issue of WWD. Subscribe Today.

The chain recently launched an ultralight T-shirt bra, which tips the scales at just 1.7 ounces. To achieve the featherlight weight, the retailer eliminated stitching in favor of bonded seaming, and worked with a thin foam for the cups. The bra retails for 18 pounds, or $29.

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