A recently issued press release from KarinArt, Inc indicated that their new product, the “ButtBra” was being launched in the US and Canada and would be seen on the Rachel Ray Show. As most of you know, Rachel Ray is a chef and food critic so I’m not sure what the derrière has to do with cooking but since the show aired earlier this month, the phones for orders have been ringing non-stop.

Also known as the Biniki for women, Maniki for men, and Throng because a “thong is just wrong”, this newest ”lingerie invention” seeks to support and hold the butt up firm. Already a huge success in Japan, it is an odd looking contraption that can be worn over or under the panties or thong. It basically has a strap underneath the cheeks of the bum preventing them from sagging and keeping them firm, full and round.

The official website is quite informative showing the possible uses of the ButtBra, how to wear the “reargear” as the company calls it, and general information on the benefits of wearing the item.

You really have to see this one to believe it!