The CEO of a lingerie company reportedly makes his male employees wear weights around their chest every year so that they are reminded what it's like to have large breasts.

Those who happen to be well-endowed will know exactly what it's like to carry quite literally an extra weight on their chest.

So, the boss of PrimaDonna, Ignace Van Doorselaere - being at the helm of a bra firm - wants to show solidarity with his busty customers by donning a pair of weights once a year...

But it's not just Doorselaere who takes part in the company's annual "E Cup Day for men", the Belgian CEO has his male employees join him, The Independent reports.

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"The question I am often asked is 'As a man, how can you know what it is like to have a bigger cup size?'" Van Doorselaere says in a video promoting the first installment of the yearly spectacle. "That is why we are launching International E-Cup day for Women."

"There is only one way for a man to realize what an E-cup feels like, and that is having an E-cup," he continues. "Let’s be honest, an E-Cup can weigh up to 1 or 1.5 kilograms (2.2 to 3.5 lbs) per breast. This is a lot."

The boss adds: "It hurts your neck. It hurts your back. Imagine you are that woman. Carry those breasts for an entire day. That’s why you need good support. Good support is important. Everybody at PrimaDonna knows that now."

In order to emulate the feeling of carrying E-cup-sized breasts, male staff are provided with weights attached to straps and are instructed to hang them around their necks.

Van Doorselaere believes the day will give his male employees renewed motivation where manufacturing supportive, functional, and comfortable bras is concerned.

E Cup Day for men was launched in 2016 and received a phenomenal response from the public.

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Taking to the comments of the company's promotional YouTube video, one person gushed: "Just brilliant! I love the guy resting his weights on his desk...know how that feels."

Another added: "I wish more companies did things like this to really understand their customers' needs!"

What do you think? Does this sound like a good way of empathizing with customer needs?

Featured image credit: Skylar Kang / Pexels

Bra company CEO made employees wear weights so they'd know what it's like to have breasts