More and more men are struggling to find bras to support their developing breasts. Gynecomastia (male breast growth) is a well-documented medical condition linked to several causes, and is a side effect of many common prescription and over-the-counter drugs. According to some experts, nearly half of all men will experience gynecomastia at some point in their lives but will be too embarrassed to consult a physician about the problem. The only treatment options for men who grow breasts are (a) breast reduction surgery, or (b) wearing a bra.
Why should the intimate apparel industry pay attention to this non-traditional group of potential bra buyers?