Ladies, forget pocket fans and frozen margaritas: There's a new way to keep cool this summer, and comes in your cup size.
The bra also features a miniature fan to further aid in the cooling process and, for some reason, is designed to look like a fish tank.
The company -- which is known for creating novelty products that never actually come to market -- apparently came up with the idea in reaction to the need to conserve energy during the hot Japanese summers, particularly in light of the country's lack of working nuclear reactors in the wake of the Fukushima disaster, according to Agence France-Presse.
While many women have been using their bras for practical purposes such as extra storage for years, it seems the undergarment's other functions are starting to be taken more seriously by some manufacturers.
According to Mashable, Mariah Gentry and Kyle Bartlow, junior business majors at the University of Washington, came up with the idea after noticing a large amount of Facebook posts from girls lamenting the loss of their cell phones during nights out on the town.
Check out more wacky fashion items in the slideshow below:
There's the hourglass figure -- and there's the beer-mug figure. This daring silhouette, shown in designer Thom Browne's fall 2011 showat Fashion Week in New York City.
The religious motto might be the least eye-catching element of this colorful ensemble, featured by designer Jeremy Scott in his fall 2011 collection at Mercedes-Benz Fashion Week at Milk Studios.
This model isn't just wearing a skin -- she's showing some skin. Models covered in body paint took to the runway at the Nexus Loves ... Candy's fall 2011 fashion show during Mercedes-Benz Fashion Week on Feb. 11, 2011.
Sometimes contemporary fashion is just, well, delicious. A model shows off an outfit seemingly inspired by a bowl of rice and chopsticks at The Blonds' fall 2011 show, held at Milk Studios in New York City
According to the Chinese lunar calendar, 2011 was the Year of the Rabbit -- not the Year of the Dragon. But that didn't stop a model from strutting down the runway in a masklike dress inspired by the mythical beast. This outfit was featured during The Blonds' fall 2011 fashion show at Mercedes-Benz Fashion Week at Milk Studios.
Designer Betsey Johnson -- who showed her fall 2011 collection at the Theatre at Lincoln Center -- is known for her gutsy designs and boisterous attitude. Apparently, her models are too.
Comfort is key -- and what could me more comfortable than a comforter? A model walks the runway at the Parkchoonmoo fall 2011 fashion show during Mercedes-Benz Fashion Week at Metropolitan Pavilion.
At New York City's Fashion Week, it's not just the outfits that are crazy. Dancers from the Bolshoi Ballet Academy U.S. Youth Program modeled jaw-dropping jewelry designed by Erickson Beamon at Milk Studios.
Figure skater Johnny Weir didn't win gold at the Olympics -- but he wore gold at Fashion Week. The famed skater walked the runway for Indashio at Metropolitan Pavilion in 2011.
It's a jungle out there -- so why not dress like it? A model walks the runway in an animal print outfit at the Betsey Johnson fall 2011 fashion show.
The "Super Cool Bra" features built-in ice packs to help keep women cool during the summer.