Victoria’s Secret Launches Heart Rate Monitor Bra
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The intimate apparel store has an entire line of sports bras, but the “Incredible by Victoria’s Secret Heart-Rate Monitor Compatible Sport Bra” includes sensors and technology from the Finnish fabric maker Clothing+. You still need to clip on your favorite communications module, but the sensors are built into the fabric itself. No belt needed.

We found out about it when Clothing+ CEO Akseli Reho mentioned it off-handedly during a presentation at IDTechEx conference in Santa Clara, CA.

The bra costs about $75.