A bra, which its maker claims is "the world's most advanced", has raised more than US$500,000 (S$697,000) to date on crowdfunding website Kickstarter.
The amount pledged for the project is currently 17 times more than its initial modest goal of $30,000, with two weeks more to go before the funding period ends.
Called the Evolution Bra, it is what Canadian company Knix Wear calls the "most comfortable, versatile, and technologically advanced bra".
The bra has a wire-free construction, is seamless, anti-odour, quick drying and has a reversible design, the company says on its Kickstarter project profile.
This is the company's second foray into disrupting the underwear industry. It successfully crowdfunded its high tech panties on Indiegogo in 2013.
Among dozens of bra-related kickstarter projects, the Evolution Bra has raised the most amount of funds by far, according to data on Kickstarter.
The next most-funded project for a bra raised less than US$80,000, and more than half of the projects listed were unsuccessful.
While the evolution bra is on track to becoming one of the most successful fashion projects on Kickstarter, it is still far behind a travel jacket by Baubax LLC which raised more than US$9 million in about two months.
The travel jacket campaign ended in September.