Pseudo undergarment has some griping that their summer fun has been ruined, but they’re clearly not who the designers are looking to please.

Japan has an unabashed appreciation of breasts. This is, after all, the country where mammary-minded visionaries have started ventures such as holding the Beautiful Breasts Contest, opening the Tokyo Breast Slash Cafe, and selling optical illusion-based bust-enhancing T-shirts.

But despite its enthusiasm for breasts, Japan usually shies away from public displays of copious cleavage. Sure, you might see low-cut tops at cocktail parties or night clubs, but in most situations, the majority of Japanese women opt for high necklines, often wearing inner layers such as camisoles if they’re wearing a top not buttoned all the way to the very top.

Of course, every extra layer of clothing is also an additional dose of heat, which isn’t exactly a benefit in Japan’s hot summers, and especially this year when the sun’s heat is causing some interior decorations to partially melt. Succinctly named company Bra Liner, however, has an idea to blend cool comfort with cleavage-covering fashion.

While the woman in the above photo may look like she’s holding a pair of panties that are both large and plainly styled, what she actually has in her hand is the company’s product, also called the bra liner. A vaguely triangular-shaped piece of soft fabric, the liner has buttons at each of its top corners which clip onto the straps of the wearer’s bra.

This adds just enough fabric to produce a more modest opening at the chest, while adding no extra clothing covering your back or midsection. Not only does this make the bra liner more comfortable and less movement-restricting than wearing a camisole, tank top, or other innerwear, it’s also cooler and doesn’t cause unsightly wrinkles or bulging.

The designers also tout that unlike a full piece of innerwear clothing, the bra liner can be easily removed, and so the wearer can easily switch back and forth between conservative and bold looks, even within the same day, such as heading to the office with the liner in place, removing it for a romantic dinner date, and then putting it back in for the train ride home.

Despite the clever concept, certain individuals from the “horny guy” demographic have reacted negatively to a product designed to conceal cleavage, leaving comments such as:

“Whhhhhy did you go and have to make something like this?”
“This is the worst. Are you planning to take all the joy out of summer?”
“I just want to say you’ve ruined things for us.”

However, their complaints have been largely buried by the far greater number of Twitter comments from women saying they look forward to purchasing the product, as well as from men expressing exasperation at the whining of their brethren who’re distraught over the decreased chance of sneaking a peek at women’s boobs.

Bra Liner is yet to announce pricing for its products, but says that online sales should be beginning before the end of the month, with further information to come through its Twitter account.

Source: Twitter/@bra_liner, Hachima Kiko
Featured image: Twitter/@bra_liner