What is the “bra cancellation” trend that everyone is talking about? “no-bu”, a clothing line that lets you go out without a bra, has raised 10 million yen on Makuake!

What is the “bra cancellation community” that everyone is talking about right now? “no-bu”, clothes that let you go out without a bra, raises 10 million yen on Makuake! ​ Camp Co., Ltd. Press release: July 7, 2025 What is the “bra cancellation community” that everyone is talking about right now? “no-bu”, clothes that let you go out without a bra, has raised 10 million yen on Makuake! “I wanted this!” voices keep coming in. Making “I wish I had this” a reality! The reason why women are now choosing clothes that allow you to go out without a bra, which meets women’s potential needs. Camp Inc. (Headquarters: Meguro-ku, Tokyo; CEO: Miho Sakakibara), which develops the braless wear brand “no-bu”, ended its second crowdfunding project (Makuake), which had been running since June 8, 2025, on July 6. The campaign lasted for 30 days. With the support of 700 people, the total amount of support reached over 10 million yen. This is a result that far exceeds the first project in 2024 (5.95 million yen), and this event visualized the sympathy of many women who want the “option of not wearing a bra.”
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-1aa65a9d2ffb688a706221044b310918-1920×1080.jpg Over 10 million yen in donations was collected from 701 people in 29 days. “We’ve been waiting for a product like this” Real voices of sympathy behind the 10 million yen support
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-b16f46eb776763db1f1e6702437b10c3-1200×900.jpg “I usually take off my bra as soon as I get home. But I have no choice but to wear it when I’m out.” “I want to go without a bra, but I’ve been worried about what other people think, so this is exactly the kind of clothing I’ve been looking for to solve that problem.” “I’ve been looking for a T-shirt that I can wear comfortably by itself for decades. I’ve finally found it!” We received many comments like these in this project.
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-379282f9be244356a80b6076752941fe-1200×800.png About 70% of the supporters are in their 30s to 50s. It was the moment when the light finally shone on the discomfort that many women had “actually felt once, but could not put into words.” In addition, on July 4, 2025, it was introduced in Nikkei MJ as a representative example of the “bra cancellation community,” and on the same day, it was also introduced on Asahi Broadcasting’s “Good Morning Asahi.” It is also attracting attention from the media as a product linked to changes in social values. No-bu will propose a new clothing culture that will become part of everyday life as a “third option = braless wear” following bras and bra camisoles. What is no-bu? ──”Clothes to get you moving again” “no-bu” is clothing that you can wear alone without a bra. It uses no elastic or wires, and has a special sewing structure that prevents the top of the bust from being see-through, and a cushion pad (design pending) is embedded in the lining of the chest, resulting in a design that is “zero tightness” and “can be worn alone with confidence.”
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-124a9b54a9f1347c9e8180affedcfd7d-1200×800.png The concept is “clothes to get you moving again.” – When traveling or traveling long distances – After a sauna or a bath – After a gym session or exercise – After returning home tired – On a day off when you want to relax We aim to create a piece that helps you switch between your body and mind during that time between on and off, without straining yourself, but without looking sloppy.
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-234bf17e016295b4ab6c2a24dfd1424c-1200×800.png Inspired by Finnish sauna culture
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-2fd252d39cdcd473851ffd10c9ec7170-1200×800.png The trigger for the development of this product was a sauna trip to Finland that founders Sakakibara and Suzuki visited. After getting ready, they were shocked by the sight of local women relaxing without bras, which made them realize that “Maybe there is not enough time in Japan to not wear bras.” After returning to Japan, they conducted a survey of 300 women. Many of them said that they felt uncomfortable with bras, such as “they are uncomfortable,” “they cause stiff shoulders,” and “they get stuffy,” but that “I wear them because I’m worried about them being see-through,” or “I wear them as a habit.” So they developed “clothes that don’t constrict, but look beautiful” from scratch. New products for summer 2025, on sale now New products now on sale: “Feel the breeze without a bra” The “Breeze T-shirt” is the latest model for summer 2025. In the recent summers of extreme heat, it is designed with a focus on breathability and comfort, aiming for a sense of openness that allows you to feel the breeze directly on your skin. – No tightness. Even more comfortable to wear than a bra cami – Instead of cups, a unique chest pad structure with urethane inside covers transparency – Elegant design that is OK to wear outside and gentle on the skin Currently on sale at the no-bu official EC site. ▶ Product page: https://no-bu.shop/
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-8d4988de14283638fd40af071f23daf9-1200×800.png Towards a society where you can choose for yourself whether to wear a bra or not no-bu is not a rejection of bras themselves. “Wear it on days you want to, don’t wear it on days you don’t want to” — we believe that being able to freely choose according to your physical condition, mood, and the occasion will be the richness of the future. Not for someone else, but for “me.” As clothing that expands this freedom of choice, no-bu will continue to propose a new option called “braless wear.”
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-b7bdda20df10715304074ae0cb5cc061-737×491.png ■About Camp Co., Ltd.
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-2b4c14196f80e01fd91a25e9bc1d622d-266×304.jpg Camp Inc., Miho Sakakibara (CEO) Graduated from Tokyo Gakugei University. Founder of Camp Inc. Runs the braless wear brand no-bu. He is involved in projects mainly in concept formulation, product development, art direction, and design. He is skilled at finding latent needs and turning them into products and services to send out into the world. He won the Tokyo Business Design Award Grand Prize in 2017. He will be appointed as a design consultant for the Tokyo Metropolitan Small and Medium Enterprise Support Center in 2023.
https://prcdn.freetls.fastly.net/release_image/163077/3/163077-3-db79f682f6aa180c52e6e965ff41fb8b-283×301.png Camp Co., Ltd. Aiko Suzuki (COO) Graduated from the University of California, Los Angeles (UCLA). Co-founder of Camp Inc. With over 15 years of experience in the finance field, he has built a track record as a financial and tax specialist at auditing firms, as well as global companies such as Apple and Spotify. Involved in the business operations of “no-bu” operated by Camp Inc., overseeing all back office operations including finance and production management. ■Camp Co., Ltd. Overview Company name: Camp Co., Ltd. Location: 2F Masumoto Building, 5-12-16 Sendagaya, Shibuya-ku, Tokyo Representative Director: Miho Sakakibara Established: August 2023 Business: Product planning and sales, event and workshop planning and management EC site: https://no-bu.shop/ More information about this release *This email has been sent automatically, so please do not reply.