I’d been thinking about Title Nine for a few days before I visited the Berkeley store, because I’d recently received an email from the company that looked like this:
Bounce—jiggle lines and all—turns out to be the name of Title Nine’s everyday bra brand.
It’s an odd name for a bra brand, to say the least.* And it’s especially strange coming from Title Nine.
Some background: Title Nine built its reputation on selling sport bras that have been tested for various activities and assigned “barbell” ratings. The more barbells, the more support. There’s a four-barbell bra called the “Bye-Bye Bounce Bra”; another is called the “Bounceless Bra.” The maximum-strength bra—a five-barbeller called “The Last Resort”—is said to “completely eliminate bounce.”
So why is the non-athletic bra brand bounce-positive? Where’s the consistency? Or is the name a joke I’m not getting?
Here’s another odd thing.
Each bra style in the Bounce department has a name, and many of the names are, yes, jokey: Get Busted, M.F. (not what you’re thinking), Full House, A Bolder Holder. (Who else remembers “over-shoulder boulder holder”?)
Then there’s the Things Unseen Bra.
I’m a nonpracticing Jew and no expert on Scripture, but I do recognize “things unseen” as a New Testament catchphrase. It appears—as “things not seen” in some translations—in Hebrews 11:1 and in 2 Corinthians 4:18, and it refers to faith (“the evidence of things not seen”).
If this is a dog whistle, it’s a pretty irreverent one. (I’ve seen no sign of Bounce or Title Nine having a religious mission. Christianity isn’t part of the T9 brand manifesto as it is for, say, Sierra Trading Post, Chick-fil-A, and some other well-known US companies.)
Then again, I notice that Bounce also carries an Amen Bra—for A cups only, haha—and a skimpy, secular Blessings Top. And the company’s bra-fitting experts are Bravangelists. So maybe what we have here is a little wink-wink, nudge-nudge—some tittering, if you will—about “uplift.”
But “Bounce”? Sorry, it’s just flat wrong.
* Yes, I know that Procter & Gamble makes a Bounce brand of clothes-dryer products. Not a concern: it’s a variation on the but-that’s-a-car-name non-issue. Different categories; zero conflict. (But see also Jessica’s observation in the comments section.)