WINSTON-SALEM, N.C., Aug. 6, 2013 (GLOBE NEWSWIRE) -- Plus-size apparel brand JMS/Just My Size introduces the Pure Comfort Bra, a new concept that eliminates bra hassles with a seamless, wire-free design in five easy-to-understand smart sizes designed specifically for women sizes 40D – 52DD. "For a plus-size woman, there is not a more important wardrobe staple than a comfortable, great fitting bra," said Crystal Stowe, Just My Size brand marketing. "With this bra, we are taking comfort to a whole new level. At the same time, we address many of her unique fit challenges." In the recent Just My Size Passion for Plus survey, of 7,000 women, twice as many women thought that a great bra was "a girl's best friend" compared with a perfectly fitting pair of jeans. "Plus-size women struggle with the fit of their clothes, and that fit begins with what they are wearing underneath," said Stowe. "Having the right bra and panties for your body is crucial to looking and feeling good in any outfit." In developing the new Pure Comfort bra, designers at Just My Size focused on eliminating the hassles most commonly called out by plus-size women in describing their bras, such as uncomfortable seams, slipping straps and the lack of all-oversmoothing. "Innovations in seamless technology enabled us to develop a construction that addressed her biggest issues including bands that roll up, uneven profiles and shoulder pain," said Jodi Sisley, Just My Size bra designer. "The flex in the design also opened the door to a new sizing system that collapses 22 traditional cup-and-band sizes into five smart sizes, simplifying the shopping experience." The new Just My Size Pure Comfort bra boasts an innovative, seamless construction with knit-in light support under and around the breasts that delivers flawless shaping and exceptional comfort. The wide-bottom band helps prevent roll-up, the broad straps eliminate slippage, and a wide rounded back delivers a touch of smoothing. Initial reactions from focus groups and women who first purchased the Just My Size Pure Comfort bra highlight the bra as an absolute comfort solution. While it can be worn all day and for any occasion, it was seen as a go-to style when comfort is a must, such as shopping, relaxing at home and other leisure activities. "We are giving the plus woman the power of pure comfort in a bra that's easy to shop for and solves many of her common bra complaints," said Stowe. The Pure Comfort bra is priced at $13.99 and comes in two basic colors (Black and Nude) and two fashion colors (Deep Kiss Pink and Purple Cactus Flower). JMS/Just My Size, a leading women's plus-size apparel brand, has been designing clothes for the plus-size woman and leading the plus-size conversation for nearly 30 years. It offers bras, panties, hosiery, casual essentials, jeans and activewear. JMS intimate apparel and hosiery are available at leading retailers nationwide; JMS apparel is available at Walmart stores nationwide. JMS/Just My Size styles also are available online at www.justmysize.com .