Wishroom Representative Director Masayuki Tsuchiya is reflected in a mirror as he poses while wearing his company's men's bra in Tokyo November 22, 2008.
The Japanese online lingerie retailer is selling bras for cross-dressing men and they've quickly become one of its most popular items.
Priced at about 30 dollars a piece, the bras have been specially adapted for the male body. The designers say the contraption would help men understand how women feel.
The bra has provoked a heated debate online, with over 8,000 people posting their opinions in a single night in Japan's top social network.
One Japanese online lingerie shop, Wishroom, has proven that if women can wear men's boxer shorts, then men can also wear bras - at least, those adapted for the male body.