American Eagle sells the Drew. It's a push-up bra designed to boost more than just a young girl's confidence - promising to add two cup sizes. American Eagle calls it the "Double Whoa" and it has some doing a double take because the bra is being marketed to girls as young as 15-years-old.
American Eagle's website has one review of the bra where someone commented that "it gives so much push-up that other bras don't let me show off."
Other sites have multiple comments posted about the bra:
"That's what is wrong with the world today. Young girls are rushed into being "sexy" by the clothing companies."
"Ah, the hyper sexualizat-ion of young girls. Get em young so they feel insecure."
But Seventeen Magazine's editor in chief considers all the backlash to be less of the hypersexualization and more of a hypersensitivity.
"Girls want to look pretty, but they do not want that icky sexual attention. They just want to feel good in their clothes, they just want to feel pretty, and that's what these bras are about," offered Ann Shoket.
Some moms agree.
"It's good for teenagers that have less confidence," said one.
When Abercrombie and Fitch was met with similar outrage several months ago, they pulled their push-up, padded bikinis that targeted 7-year-olds off the shelf.
The Daily News recently highlighted a French line of lingerie for tiny tots. Its kiddie bras and underwear are aimed at 4-to-12-year-olds is raising eyebrows.
"We're pushing this sexiness on our teenage children. I just think it's inappropriate," said one mom.
The question remains is the pushback to these pushups warranted or does it simply give the young teen girls' self esteem an extra lift?