Bras down under can now boast of a new item included while manufacturing them , intelligent memory foam designed by NASA used to make safer aircraft cushions.
The 'smart' foam, which was developed in the 60s to make aircraft seating safer and more comfortable, has the unique quality of retaining or remembering its shape after pressure is applied.
Tim Nielsen, of the bra's local distributor, said he's always on the look out for interesting mash-ups of tech and clothing.
"I've probably evaluated a couple of hundred products over the last three years, and once you filter all the ones out that are complete nonsense, this is number one," News.com.au quoted him as saying.
"I had to do a double take, and think 'how could that be possible?' But then when I read more about it, I realised more of the practical benefits.
"A derivation of the foam is used in the memory foam mattresses. It's also used in the safety lining of racing car helmets, and so I realised it could have a lot of practical uses, and this softening and expansion could have a lot of benefits," he said.
The bra boosts the cleavage when it detects a rise in body temperature, said Nielsen.Such as when a woman gets a little flushed when she gets excited. It can kind of do some of the flirting for you," he said.
Moreover, if a woman is exercising and it detects a rise in body temperature, it can expand to offer more support when needed," he added.
The bra, according to Nielsen, can also adapt to a woman's changing shape and size, meaning you're less likely to have to shop for another bra down the line.
Nielsen, who has used it to pursue his business in what he calls "biocosmeceuticals", said the product might also make life easier for women dealing with ill-fitting bras.
"This smart memory bra, with the ability to solve all those problems, is the answer to a lot of people's dreams," he said.