"You make lingerie for women with a larger cup size, but you have no clue," Doorselaere said. "But there is only one way for a man to realize what an E cup feels like … and that is having an E-cup."
The men complained of sore backs and sore shoulders. One wearer leaned on a table to rest them and alleviate the weight.
Doorselaere said the experience, which only lasted a day, taught the male employees how to craft more functional, supportive and comfortable bras.
"Good support is important. Everybody at PrimaDonna knows that now," he said.