The Ta-Ta Towel, a sort of hammock bra, has gone viral with the promise of eliminating "boob sweat." Fans have taken to social media to praise the invention HuffPost hails as "genius" and Instyle lauds as "spectacular."
The BBC ponders why "the world has gone mad" for the comfy cotton sling, which was dreamed up by Erin Robertson one day when her air conditioning was on the fritz.
"While I was blow-drying my hair," she writes on her website, "I just kept thinking: "There HAS to be a better way to keep the beads of sweat from dripping down my stomach.”