One of the latest attempts to support the market is the Bioform, now the hottest-selling bra in Britain.
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The Bioform replaces underwiring with a soft molded core of plastic around a rigid ring _ a design originally meant for the Frisbee.
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Richard Seymour, the Bioform's developer, says his product, which starts at size 34C, is aimed specifically at big women who find normal, underwired bras painful.
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