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Models showcase Triumph's new concept underwear, the 'Super Cool Bra' in Tokyo
Ladies looking to keep cool this summer might want to invest in the latest piece of lingerie - an ice pack bra.
Triumph's new Super Cool Bra, unveiled in Tokyo, comes complete with gel pads which should be placed in the freezer for up to two hours before inserting into the cup area.
The bizarre piece of underwear, which comes in two different colours, is also adorned with a sprig of mint and miniature wind chime which offer a 'refreshing fragrance and sound', according to the maker.
Both bra cups have been designed to look like fishbowls, with the blue gels pads slipped behind a fish and seaweed pattern.
And if the cooling pads don't do the trick, wearers can take choose from miniature bamboo ladle - which can be uses to splash water over the body - or a miniature hand fan, which are attached at the side of the garment.
However the cooling piece of fashion will not be going on sale, and was created by the underwear giant to encourage Japanese citizens to cut down on air conditioning.
The country is facing a number of energy issues following the Fukushima nuclear power disaster in March 2011.
If the cooling pads don't work, wearers can use a bamboo ladle - to splash water over their body - or a miniature hand fan, which are both located at the side of the bra
Despite its appearance the Triumph models wearing the bra said it was comfortable
Triumph spokeswoman Yoshiko Masuda said: 'The whole nation, especially the Kansai region, is expected to suffer from a shortfall of electricity.
'Companies and families now have to deal with higher electricity bills, so we decided on this theme as we felt we had to increase awareness of saving electricity.'
Triumph International is an international underwear manufacturer. originally founded in Germany 1886 by the two families Spiesshofer & Braun.
The first foreign subsidiary was established in Zurzach, Switzerland which has become the company’s headquarters.
Today it operates in 120 countries around the world and is one of the leading underwear producers in the world and with an annual turnover of 2.2 billion Swiss francs, and over 36,500 employees.