The male CEO of lingerie brand Kewi is to get breast implants to test his invention, hailed as a revolution in underwear, and help reach his $1 million crowdfunding target.
Kewi Bra inventor Muyiwa Olumide believes that he should live and breathe his own product and has announced that he “will not let genetics stand between further groundbreaking discoveries”.
“As they say, a true entrepreneur should be a proud user of their own product. The bra is made but, we have made new discoveries that can make it even better. That means more costly materials and procedures needed, but the most important factor is delivering a phenomenal experience for the user. I set out to create the most comfortable bra for women with larger cup sizes and that means putting myself in their shoes to get to the root of the problems,” he said.
“I will document my experiences of getting breast implants as a man and film the process. I will detail all of my discoveries and how they impact the design and push forward our already revolutionary Kewi Bra concept via our crowdfunding project."
Olumide will undergo breast augmentation surgery next month in order to experience exactly what future Kewi Bra wearers go through.
Using two inner cups held by a patent-pending magnetic device, the Kewi Bra, set to launch in the summer, claims to be able to lift cup sizes up to a P cup.
This ‘floating support’ is designed to relieve pressure on the shoulders, neck and back.