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: