When my wife complained about how hard it is to find decent bras (that fit, feel comfortable, look decent under clothing, and have straps that stay up) I took a dive down the buying-a-bra rabbit hole and O.M.G! Why do modern women put up with this crap?

The only answers I found were Not Cheap, and Deb refuses to pay almost $100 (this was years ago, price is almost certainly higher now) for a piece of clothing that will last maybe 2-3 years.

My searches led me to the history of sports bras, which may be the single biggest thing behind the rise of women’s sports in the last couple decades. A few women got together, had a brilliant idea (jock straps for breasts — they actually used guys’ jocks for the first prototypes), and perfected the design into something marketable and affordable. Why has nothing similar happened to standard bras?