The same genius who markets padded C and D cup bras.
(Shame’s Joy, thanks for the correction. 
I was trying to check the link to the site when my connection crashed. Turned out the phone line was down and is now repaired.)
I, too, have always hated underwire bras. No matter how much advertising goes into promoting them, I still feel that only someone with the instincts of Torquemada would think that every woman, no matter their cup size, should be forced to wear the hateful things.
That is one reason I switched to cholis and sport bras. They can be expensive (mine are about $30-$40 each) but they last a good long time (I’ve had some for about 6 years now and they are still in great condition,) are tailored to fit me and I can take my shirt off in public (were I so inclined) without fear of arrest. I wear them under T-shirts, dresses, tunics and blouses, or alone with jeans, or skirts, or pantaloons. Also, according to the SO, they are very, very sexy!
(There are folks in the U.S. who do make cholis. Unfortunately, they may not live in your area. Fortunately, they may do mail order. I know the Society for Creative Anachronisms has some links to belly-dance groups who make cholis but I believe you need to check by geographic area. Fat Chance Belly Dance will even sell you the choli pattern so that you can create your own.)
Francesca, thanks for the link. A couple of my friends are going through the hell known only to large-breasted women and will welcome the info. Still promoting the use of cholis: They can be modified for more support and still be comfy.
I thought some of you might get a kick out of these:
http://derfcity.com/o/heboob.html and http://derfcity.com/o/heboob2.html
Are they really? I was always under the impression that they weren’t. Taking them off is less than comfortable too…pulling your arms into a spandex death trap, and then up and over your head, while your boobs flop out suddenly…it’s hard to feel wanted in the course of all that.
It’s amazing how wrong you can be about things like that.
My exgirlfriend often wore sportsbras (she was a 44DD) since she felt that nothing else provided equally comfortable support. I always found it rather sexy when the puppies with the pink noses broke loose each night 
Give us a little credit, Foxy.
It is amazing how many of my bras with padding and underwires seem to have tragic accidents with seam rippers.
Don’t know how it happens…
Dear xcheopis, you can wear nothing under your shirt and take it off and go barebreasted legally in Ontario, Ohio, New York, and maybe some other jurisdictions. (In Ohio state parks, at least.) Isn’t that what Annie-Xmas was clamoring for? The topfree.org ladies are trying to get the laws changed everywhere in the name of gender equity.
It used to be possible for Indian women of yesteryear to go entirely barebreasted; however, that was a sign of being either low-caste or tribal (See The God of Small Things by Arundhati Roy). In some parts they still wear the sari with no choli, but that custom too is dying out. In fact, the bra was unknown in India only a few decades ago; now it’s everywhere. It’s considered a sign of modern “progress.” Meanwhile many Western women are discarding the bra whenever they can get away with it. Maybe someday the Indian ladies will follow suit. Past forward.
I wish I could find the real Indian village choli from Gujarat or Rajasthan (without having to go to India). Short sleeves, strings tied across the back, lots of mirrorwork & colorful embroidery. Worn with a long flowing skirt and very long filmy scarf. Acchaa! The backless tops that came into fashion last year had the right idea—except that they were sleeveless and without the fancy Indian stuff. But I believe they were a Western adaptation of the Indian backless choli.
Obviously backless means you have to go braless, but the Indian choli offers more support than the flimsy backless tops.
I honestly hadn’t thought of that, amarinth, but I refuse to buy ones with wires at all. For several years I was forced to wear large minimizer bras with underwire that poked me unpleasantly. Nothing else worked. I still have one. I pull it out and laugh at it sometimes. Thank God for plastic surgery. The point is, I swore that I would never wear underwires again. I sure don’t want to pay for them either!
I also don’t want padding. Do you know the pain I went through to become small, bra manufacturers? Why the hell would I want to be padded to look bigger? Get this through your heads – not every woman wants humongous boobs. Just because you want every woman to have them doesn’t mean we want them!
(Those of you who are large and happy – fine. Great. I wasn’t. Whatever works for you.)
I know what you mean.
[sub]Huh-huh uh-huh huh-huh[/sub]
I’m with you, white rabbit!
Underwires should be outlawed!! I had holes from those things!
I never wanted a large chest. I was very happy being mostly flat chested (34/36 A) because I could go bra-less without repercussion.
Now, after gaining much weight, I am stuck wearing these uncomfortable things!!
I have a hard time finding the right size (44 B now)
There was a woman that was on the radio awhile back who did custom made bras and she talked about how most women are wearing the wrong bra size for their shape. Her bras cost about 60 dollars, I recall, but I can’t remember the name of her company, or her, for the life of me! Maybe someone will know who I am referring to and put the link up.
She had a really weird way to put on bras – something about bending over and letting them hang while you fit the cup first. I remembered thinking that you’d need to be very limber…
I remember in grade and high school being made fun of for my small size (along with many other things…) and my response to them was “It’s not the quantity, it’s the quality!”
Sure shut them up! 
Well, I’m one of those “more comfortable with than without” 34Ds. Getting the right bra that fits has made all the difference in the world. Partial to Wacoal myself. Expensive (4 plain bras - $200), but they fit well, are seamless under tight sweaters and t-shirts, are as comfy as I’ve ever found a bra to be, have enough padding that every little draft doesn’t make me look horny (but not enough to add a cup size where I don’t need it), and hold up well (both put my breasts back where they were pre-baby, and hold up well in the wash).
Never have found a bra at Target or Victoria Secret worth wearing for any period of time (I have gotten good milage out of VS for shorter occations).
I have discovered that I need to be refitted at least every couple of years, or after any body changing events (pregnancy, breastfeeding, going on or off the pill, losing or gaining more than ten pounds). And I get fitted at Nordstroms, where the clerks know what they are doing, during the work week when they can take extra time.
I never wear a bra, and I’ve never seen anyone staring at me. I have C cup boobs, if that matters. If you don’t like them, don’t wear them. It’s pretty simple.
I think I probably own a bra, somewhere, but I’m not sure.
I’m not a fan of bras and thankfully, I’m small enough that I don’t have to wear one if I don’t want to.
Most my shirts look better with than without so I do, but I wear the camisole-type bras that VS and others sell. They are super comfortable.
If I need cleavage, I’ve got a VS underwire that works pretty well.