When asked “what it’s like to have breasts” the Pittsburgh-based start-up Trusst Lingerie turned the tables, asking men to put on a bra and see for themselves.

The results of the company’s clever hands-on focus group? Meet The Melon Men, as they twist and turn their way into and out of brassieres of all shapes, sizes and styles, and all filled with—you guessed it—round fruit.

“I feel like I can’t breathe that well,” says one willing model. “It hurts my back,” mutters another. And finally: “I don’t know how you women do this.”

Sound familiar?

While certainly humorous to watch and listen to, the eye-opening and informative video underscores Trusst’s very serious mission to design a better bra for busts of all sizes—especially for larger busted women.

Founded by Carnegie Mellon Industrial Engineers Sophia Berman and Laura West, Trusst Lingerie has just released the must-see video as a teaser to its Kickstarter campaign which launches on Wednesday, April 22nd. Read more about that in NEXTpittsburgh‘s Next Wave section this weekend.

On February 2nd, NEXTpittsburgh reported that Berman and West are “tackling a problem that at least 50% of the population contend with—wearing the right size bra. It is estimated that up to 8 out of 10 women are wearing the wrong fit. This not only causes discomfort but also back and shoulder pain for women with larger cup sizes. And while the $6.5 billion brassiere market has many players, few—if any—offer options that merge function, comfort and aesthetics.”

The pair is on a mission to “re-engineer the bra to address the support and comfort needs that larger busted women have,” and we cannot wait to try one on.

That means goodbye underwire, and hello comfort, support and style. As their website states: “We’re women, we’re engineers and we’re passionately committed to making sure that your favorite assets get the love and support they deserve.”

Watch Trusst’s “The Melon Men” video here.

Jennifer has worked at the Mattress Factory, Brooklyn Museum of Art and Dahesh Museum of Art and is co-author of Pittsburgh Signs Project: 250 Signs of Western Pennsylvania. She also is co-coordinator of Handmade Arcade. Musically, she is in a band called The Garment District and is a founding member of Brooklyn's The Ladybug Transistor.