This story has been bouncing around the Internet for almost a week now and I am getting mixed messages from the various reports I have read.
According to the Reuters article, "A Japanese online lingerie retailer is selling bras for cross-dressing men and they've quickly become one of its most popular items.
"Since launching two weeks ago on Rakuten, a major Japanese web shopping mall, the Wishroom shop has sold over 300 men's bras for 2,800 yen ($30) each. The shop also stocks men's panties, as well as lingerie for women."
The mixed message is whether the retailer is targeting its boy bras for crossdressers or non-crossdresser, although I am sure they will accept anybody's money!
The beginning of the Reuters article indicates that crossdressers are the target customers, then the article seems to contradict itself by quoting the Executive Director of the retailer, "I think more and more men are becoming interested in bras. Since we launched the men's bra, we've been getting feedback from customers saying, 'Wow, we'd been waiting for this for such a long time.'"
Other reports (like this one from Wallet Pop and this one from Inventor Spot) indicate that non-crossdressing males and metrosexuals are the target customers.