“There is only one way for a man to realize what an E-cup feels like, and that is having an E-cup.”

These are the words of lingerie company CEO, Ignace Van Doorselaere, who requires male employees to wear bras that replicate the feeling of having E-cup breasts to try and show men what it feels like to be a woman.

Although this is just one aspect of what it takes to be a fierce female, Van Doorselaere—whose company, PrimaDonna, caters to women with cup sizes ranging from C to J—decided to level out the playing field amongst male employees one day a year.

While Van Doorselaere deals with a product that is consumed almost entirely by women, he personally had no idea what it would feel like to wear a bra with a large cup size. As shown in the video below, the inspiration behind Van Doorselaere’s policy is quite simple: He strives for authenticity.

Despite filling a much-needed void in the lingerie industry, Van Doorselaere felt almost hypocritical pushing out a product meant to solve an issue he wasn’t knowledgable about on a personal basis. So, once a year, Van Doorselaere and all of his male employees wear weights strapped around their necks to try and mimic this daily struggle.

Although this annual event will never fully replicate the experience women with overflowing cups have, it’s definitely a nice gesture of office camaraderie. We can only imagine what a group lunch or happy hour would be like on that day…