Business ideas

The Shirt, Dual Button Technology: Start-up Idea

Entrepreneur gets shirty over gaping issue

By Michelle Hammond
Wednesday, 05 October 2011

The ShirtA buxom Washington lobbyist has designed a shirt that doesn’t gape up the top, aimed at women who hate having their cleavage on show.


Rochelle Behrens says after growing tired of being openly mocked for providing an unintentional glimpse of her bra she quit her job to focus on The Shirt and hopes to sell 10,000 by the end of the year.


Using dual button technology, The Shirt comes in four styles, including one with a tie in a bow around the neck, ensuring no one can get a peek.


“I began my career in the world of Washington DC politics. Given that I vowed to never wear a sweater set, it was suits and button-downs Monday through Friday,” Behrens says on her site.


“In a city like DC, where the term ‘buttoned up’ is taken very seriously, not being adequately buttoned up became a liability. I knew I could design a better button-up, built for a woman’s body.


“My own experience wearing The Shirt energises me. It solves such an obvious problem – one that women have had to put up with for so long.”


While Behrens may have working women literally covered are there other markets that could do with a more tailored item?

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