Leading retailer, Debenhams is calling for a bra’mnesty on badly fitting bras after new research reveals that women in Ireland keep their brassiere for an average of five years before throwing them away. Worryingly, one in 10, or six percent, admitted that they had kept their bras for more than 11 years.

The survey, which saw the retailer question more than 1,500 women on their lingerie habits, found that on average, women wear the same bra for three days. In contrast, a fifth, or 18 percent, of those interviewed in the region admitted that they wear the same bra for more than five days.

Reger by Janet Reger - Black lace 'Stellar' underwired padded balcony bra €42 Debenhams

Reger by Janet Reger – Black lace ‘Stellar’ underwired padded balcony bra €42 Debenhams

Reger by Janet Reger - Grey lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger – Grey lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger - Navy blue lace underwired padded plunge bra €42 Debenhams

Reger by Janet Reger – Navy blue lace underwired padded plunge bra €42 Debenhams

Reger by Janet Reger - Black lace 'Midnight' underwired non-padded triangle bra €33 Debenhams

Reger by Janet Reger – Black lace ‘Midnight’ underwired non-padded triangle bra €33 Debenhams

Women in the North East wear their bras the longest – more than a week – along with those across the country aged between 35 and 44-years-old (24 percent and 14 percent respectively). In contrast, Northern Irish women and those across the country aged 65 plus are most likely to change their undergarments every one to two days (24 percent and 54 percent respectively).

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Aliza Reger

Aliza Reger, now head of the lingerie brand, Reger by Janet Reger and a Debenhams Designer, understands the importance of lingerie. She has attended to the lingerie needs of iconic women, including Katie Holmes, Paris Hilton, Princess Diana, Madonna and Nicole Kidman.

“It is shocking to hear that more than three million women in the UK have worn the same bra for more than a decade. You wouldn’t wear the same pair of shoes for that time, so why would you wear the same bra? Women’s bodies change over time and when you couple that with the fact that when you wash a bra it loses its elasticity, a bra that was well-fitted 10 years ago could now be causing pain, affecting posture and in some cases generate scarring around the side of the breast where the straps have rubbed.

“Lingerie is the foundation of how we dress to face the world, so it is important that it fits properly and makes you feel confident and sexy. The right bra can transform the way you walk, talk and stand.”

The research also revealed that when it comes to knowing what their current bra size is, women are in the dark. Nearly half, or 47 percent, of those questioned leave it more than 20 years before they are measured for a bra, with a further third (29 percent) admitting that they had never been measured. Asked why they were reluctant to book a bra fitting, 41 percent said it is because they found it embarrassing.

One in 10 women didn’t know their ABCs, not understanding that it stands for the depth of cup size, nor that the numbers – like 32, 34, 36, 38 – correspond to the area, in inches, around your body.

In order to banish the nation’s badly fitted bras, Debenhams is launching a bra’mnesty, which offers women across the country the chance to bring their old bras in store in exchange for a private bra fit appointment with the retailers newly trained bra fit experts. The collected bras will then be donated to charity.

Reger by Janet Reger - White lace underwired padded plunge bra €35 Debenhams

Reger by Janet Reger – White lace underwired padded plunge bra €35 Debenhams

Reger by Janet Reger - Red lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger – Red lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger - Pink lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger – Pink lace underwired padded plunge bra €36 Debenhams

Reger by Janet Reger - Pink lace mesh 'Mia' underwired padded plunge push-up bra €38 Debenhams

Reger by Janet Reger – Pink lace mesh ‘Mia’ underwired padded plunge push-up bra €38 Debenhams

“Wearing a well-fitted bra is arguably one of the most important parts of an outfit. Debenhams is passionate about supporting women in their search for the perfectly fitted bra. This new service offers a comfortable and expert fitting by trained professionals who put customers at ease.”

Bra fit appointments are available in stores around the country.

Debenhams Stores

White water Shopping Centre, Newbridge, Kildare

The Blanchardstown Centre, Dublin 15

54-62 Henry Street, Dublin 1

The Square, Dublin 24

Frascati Shopping Centre, Blackrock, Dublin

1-4 Eyre Street, Galway

134-135 O’ Connell Street, Limerick

City Square Shopping Centre, Peter Street, Waterford

Manor West Retail Park, Tralee, Kerry

12-17 Patrick Street, Cork

Mahon Point Shopping Centre, Mahon, Cork

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