Despite so many new, flexible and cushioned underwire options on the market, many people still complain about discomfort in the underwire of women's bras. Sometimes this is a sign of an incorrect fit. If you are wearing a well-fitted underwire bra, you should not even feel the wire. If you do feel the wire digging into your skin, your underband is probably creeping up your back or your bra cup is too shallow. If your current underwire bra is uncomfortable, try a new size or style. Or get help from bra experts: go to a bra boutique or a L'eggs® Hanes® Bali® Playtex® Outlet store and get a free bra fit.