Shopping bag bra

Now a bra may be able to hold much more than your assets, for Jap lingerie makers are trying to find an alternative for shopping bags in bras. In a bid to discourage the shopaholics from using plastic bags, a lingerie maker has unveiled a bra with cup padding that unfolds to become a handheld shopping bag.

It's the second time Triumph International Japan Ltd, makers of the eco-bra, have tried to woo socially responsible consumers. Last year it marketed a bra which can be warmed in a microwave to cut indoor heating bills.

The 'Bra Rangers' - named after television characters who morph into superheroes - come with matching underwear bearing the message, 'No more plastic bags!'

And the bra-turned-bag is made of recycled polyester fibre with straps that can be tied onto the bag as ribbons. Japanese shops hand out some 30billion plastic bags a year but almost a third are thrown away without being reused.

"In this context, what deserves the most attention is the significance of each and every customer understanding the importance of not using plastic bags," a spokesman for Triumph was quoted by the Sun, as saying.

Watch the transformation here