Finally, a bra that combines comfort and support— without the wire.

What woman hasn’t experienced the discomfort of an underwire bra, with its stiff metal wires causing discomfort as they dig into our skin and poke holes in our favourite clothes? But for those of us who need support in the chest area, we’ve had little choice but to endure this pain and inconvenience, day in and day out.

Until now.

Ladies, we now have a solution to our underwire woes and it comes in the form of the Unbelievable UnWire, from Warner’s. With this innovative new bra, stiff metal wires have been ditched in favour of a flexible “unwire” construction that, thanks to the wonders of technology, provides the support of an underwire but with one noticeable difference: it’s amazingly comfortable like a wireless bra. In fact, you can wear the Unbelievable UnWire all day without experiencing any of that ouchiness you may get from an underwire.

Unlike anything else on the market, Warner’s spent a year and a half developing the Unbelievable UnWire. And while this ultra-lightweight bra may seem, at first glance, delicate, it’s tough enough to withstand all manner of abuse. Put it through the rigours and you’ll see, no matter what you do to it: bend it, twist it, throw it in the washing machine, even toss it across the room if you so wish, and the Unbelievable UnWire will spring back to its original shape again and again. You can even crumple it into a suitcase without consequence—making it a worthy item on your must-pack list for summer travel.

Comfort and durability aside, the Unbelievable UnWire also serves up brilliant styling that smooths seamlessly under your clothing for a flattering fit. And whether you’re partial to contour bras or prefer a more, say, uplifting, push-up variety—Warner’s UnWire has you covered. This collection is also available in a wide range of neutral hues, bright colours (such as watermelon and Island blue) as well as fab electric floral and dot patterns. And at an affordable $38.00 you can stock up on enough of these bras to suit any mood or wardrobe requirement you may have.

Available at Hudson’s Bay. Also coming to a Sears near you in July 2013.