Neither a Bra nor a Bra Cami! The Fresh Concept From No-Bu That Created a 'Constriction-Free' Option

It's no secret that many women struggle with the constriction and stuffiness of bras. For these women, no-bu has launched a new concept: "braless wear."

So, what makes no-bu's items different from conventional innerwear with built-in cups? We talked to Miho Sakakibara, CEO, and Aiko Suzuki, COO, of Camp Inc. to learn about the development backstory and the unique design of their products.

An Eye-Opening Moment in the Home of Saunas: The Choice to Go Underwear-Free

The idea for "braless wear" was born when the two visited Finland on a trip. There, Sakakibara was surprised to see women spending time in just a T-shirt after getting out of the sauna, without putting on a bra—a stark contrast to scenes at Japanese public baths and saunas.

"In Japan, I started to wonder why people put underwear back on right after relaxing," says Sakakibara. "When I looked around at the women in Japanese changing rooms, I saw that everyone had marks on their bodies from their underwear, clearly showing they were being constricted. I wondered why they still put them on. I thought it would be so much more comfortable if you could just throw on one piece of clothing and head home."

This small sense of unease sparked the idea for a completely new category of clothing, distinct from bra tops and camisoles with built-in bras.

"Bras and bra camis are what women wear as underwear, but just as men can be comfortable in a single T-shirt, I thought women should also have the option to casually wear just one layer," says Sakakibara.

"That's why the biggest difference from conventional innerwear with cups is that we designed it as a piece of clothing, not as underwear," she adds.

The mission was clear: to create "clothing" that stands on its own, not as an undergarment. This concept laid the groundwork for the new category of "braless wear."

The Road to Development: Intentionally Ditching the 'Bust Support' Feature

In the early stages, the duo faced a key question: which traditional underwear functions should they keep? While a major role of bras and tops with built-in cups is to support the bust, this very function often causes constriction and discomfort. This discomfort is particularly noticeable when your body temperature is high and you are sweating, such as after a sauna.

"With innerwear that has cups, the elastic band that supports the bust inevitably makes you feel hot," says Suzuki. "So, we made the deliberate choice to remove the most important function of underwear: 'supporting the bust.' The whole project started from the idea that you shouldn't have to constrict your body again right after relaxing. We wanted to change the experience of putting on underwear while still feeling sweaty."

By removing that function, they could focus entirely on the garment's aesthetic and structural design. Since neither of them came from the apparel industry, they completed a hand-sewn prototype with the help of Suzuki's sister-in-law, a dress designer. However, finding a factory to mass-produce it was extremely difficult.

"We approached nearly 100 factories but had a hard time getting a positive response," recalls Sakakibara. "Japanese factories are busy, and they weren't willing to take on a request from a small, unknown company like ours, where it wasn't clear what we were even trying to do.

Ultimately, the president of a sportswear factory in Saitama found the idea interesting and agreed to produce simple white and black T-shirts for us."

The sportswear factory helped bring their unconventional idea—a product of their non-apparel background—to life, resulting in a silhouette stylish enough to be worn outdoors. Based on the completed prototype, the two started the project with crowdfunding.

A Unique, Patent-Pending Structure Born from an Outsider's Perspective

Having eliminated the bust-support function, the biggest challenge for "no-bu" was how to prevent the nipples from being noticeable. The initial model used darts in the pads, but in response to feedback that the seams were visible, they improved the design by adding a textured surface to the side of the pad that rests against the chest.

"While researching the structure of bras, I realized that the frequent use of lace might be to make the nipples less noticeable, even with thin pads," says Sakakibara. "So we tried adding a textured feel, and we found that it did make them less noticeable, even with thin material."

The third-generation model took it a step further, introducing an adjustable structure that allows the pads to be moved to match the wearer's bust position.

"I believe that not being from the apparel industry is precisely why we were able to break free from its conventional wisdom and flexibly incorporate these features into our clothing," says Suzuki.

They currently offer two types—fixed and movable—and have applied for two patents for the textured design and movable pads. This fresh perspective from outside the industry is the key to the security and comfort that allows women to go braless.

Expanding the Lineup and Usage Scenarios Thanks to User Feedback

After a successful crowdfunding campaign, "no-bu" hit the general market and quickly evolved beyond its original concept as post-sauna wear, becoming embraced as everyday apparel. It gained a strong following, particularly in the summer, from women tired of the heat and constriction of bras. The product lineup has also expanded based on user feedback.

"Many customers start by wearing it at home, but as they get used to it, they begin to wear it for neighborhood shopping trips, travel, and more. We even developed a collared version for remote work," Suzuki explains.

They've also expanded their material options. Alongside a series focused on coolness with its contact-cooling fabric, they now offer mercerized 100% cotton items for those with sensitive skin.

"Customer needs are split between those who prioritize coolness and those who value a soft feel," Suzuki notes.

Through ongoing dialogue with its users, "no-bu" has evolved from simple loungewear into versatile clothing perfect for a wide range of daily scenarios.

An Unexpected Match: Meeting Society's Unseen Needs in Healthcare and Disaster Preparedness

The freedom offered by "no-bu" extends beyond everyday comfort; it's also starting to serve as a solution for some of society's underlying challenges. Its non-restrictive design and lack of metal parts have earned it praise in unexpected quarters.

"We've received positive feedback from people with painful scars after breast cancer surgery and those with lung conditions who need frequent X-rays. It's been incredibly striking to see people find uses for it that we never anticipated," says Sakakibara.

After consulting with doctors, it was confirmed that the garment can be worn without any issues during X-ray examinations. Furthermore, in the context of disaster preparedness, it's valued for features like "not looking like underwear when hung out to dry" and "being comfortable enough to sleep in." Some users even keep one in their emergency go-bags.

By moving beyond the concept of underwear, "no-bu" has introduced a new option into women's daily lives as simply "comfortable clothing." Looking ahead, the team is planning updates to improve breathability and quick-drying capabilities, expand the range of sizes, and even add recovery-enhancing features. Unbound by the conventions of the apparel industry, the duo's challenge continues to free women's bodies from restrictive clothing and expand the possibilities of what a garment can be.

Text by Junko Hayashida