When discomfort isn’t about numbers—but about design
One of the most common things we hear in our store sounds like this:
“The size is right. I just don’t like how it feels.”
It’s not too tight.
It’s not too small.
Nothing is obviously wrong.
And yet—something feels off.
For years, many women have been taught a simple rule:
If a bra feels uncomfortable, you must have chosen the wrong size.
But after working with real customers, real bodies, and real try-ons every single day at Sukurai, we’ve learned something different:
Bra comfort isn’t just about size.
What Returns Have Taught Us (Yes, We Track Them)
At Sukurai, when a bra is returned, we don’t just process the return—we record why.
Over time, a clear pattern started to emerge.
Many bras are returned not because the size is wrong, but because:
· the shape looks strange on the body
· the silhouette feels off
· the bra folds or wrinkles under the bust when sitting or moving
In other words, the numbers are correct, but the experience isn’t.
If the size is right, what’s actually causing the discomfort?
Why “Just Adjust the Straps” Rarely Solves the Problem
When helping customers find the right bra, we don’t stop at measurements.
We usually ask one simple question:
“What bothers you most about your current bra?”
One of the most common answers?
“The straps keep slipping.”
Most people assume this means the straps aren’t adjusted properly.
But in reality, this issue is often not related to size at all.
Many women have:
· narrower shoulders
· sloped shoulders
· slight shoulder asymmetry (which is completely normal)
If a bra is designed with the assumption that everyone has the same shoulder structure, no amount of tightening will make it behave.
That’s why, in these situations, we look at design, not size:
· Can the straps cross in the back?
· Are the straps positioned too far apart?
· Is there any anti-slip or load-distributing structure?
When the design works with the body instead of against it, many long-standing “fit problems” simply disappear.
Research Confirms This Isn’t Just Personal Preference
What we see in the store is backed by research.
A peer-reviewed study published in Sports Medicine – Open found that shoulder discomfort often persists even when bra size is technically correct.
The key factor wasn’t the size—it was how the bra’s structure distributed weight and pressure.
When a bra fails to distribute support properly, the shoulders end up doing work they were never meant to do.
“Everything fits, but it still feels uncomfortable.”
A Real Customer Story That Changed How We Think About Fit
One customer visited our store twice.
The first time, we carefully measured her.
Her band fit.
Her cups fit.
On paper, everything was correct.
But she came back.
“The size and cup are fine, but the shape looks strange—and the underbust keeps folding.”
Instead of changing her size, we looked more closely at her body proportions.
She had a softer midsection, and the first bra’s underbust design was wider and firmer.
When she sat or moved, the fabric had nowhere to go—so it folded.
We then recommended a different style—one with a narrower, more flexible underbust design that followed her body instead of resisting it.
“This finally feels right.”
Same size. Completely different experience.
When Discomfort Is Treated as “Normal”
Some media discussions have pointed out how women are often taught to tolerate bra discomfort—as if digging, pressure, and awkward shaping are simply part of wearing a bra.
But when so many people experience the same issues, the problem probably isn’t individual bodies.
Women aren’t too picky.
Many bras simply aren’t designed for real bodies.
So What’s Really Going On?
If your bra:
· technically fits
· but doesn’t feel right
· looks awkward or unstable
The issue might not be your body.
It might not even be the size.
It might be the design.