The New Bra You Need: Warner’s Unbelievable UnWire

Unwire Contour - TADots

I’ve been keeping a secret for a little while. A few months back I got a chance to preview Warner’s new Unbelievable UnWire collection. Here’s the deal: there’s no underwire, in the traditional poking and uncomfortable sense anyway. This collection uses proprietary technology that combines the support of an underwire that provides flexible, bendable support that’s more comfortable.

My favorite is the push-up style that features extra padding to enhance cleavage.

Warner’s has been a leading innovator in women’s intimate apparel since 1874 and is once again at the technological forefront with the launch of its Unbelievable UnWire bra.  The Unbelievable UnWire collection features unprecedented technology in which the traditional metal underwire is replaced by a flexible “unwire” that can be bent, twisted, washed, or crumpled in a suitcase only to return to its original shape. The Unbelievable UnWire eliminates complaints women have about underwires, as the “unwire” will never poke the wearer or puncture fabric.

These ultra-lightweight bras also feature the impeccable fit and smoothing characteristics of Warner’s products that create a seamless look under clothing.
“At Warner’s, we are constantly searching to improve women’s intimate apparel by finding solutions to the common support, fit, and comfort issues,” says Don Allen, Vice President of Creative Design for Warner’s intimate apparel. “We strive to help women feel comfortable both physically and emotionally in their intimate apparel by combining style with advanced technology. “
“This is the biggest launch in the history of the Warner´s brand,” says Les Hall, President of the Warner´s and Olga brands. “Our retail partners recognized that this collection is a game-changer in the bra market and are supporting the launch in a big way. We are confident that the consumer will be equally excited about the Unbelievable Unwire.”

Available in contour and push up styles and a wide array of neutral and bright saturated colors including watermelon and island blue as well as fun, trendy pin dot and animal print patterns, the Unbelievable UnWire has a style to suit every woman’s personal tastes.
Both Unbelievable UnWire styles have a suggested retail of $38.00 and will be available at major department stores and online retailers nationwide. For more information about Warner’s, please visit

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