No Bra Day: All for a good cause? Or just a hoax?
According to the Internet, today is 'No Bra Day' - a day to raise breast cancer awareness and show support for all women affected.
Or at least, according to some men with access to a Twitter account who are championing it.
#NoBraDay follows in the footsteps of the Ice Bucket Challenge and the no make-up selfie campaign by encouraging social media users to get in on the act for a good cause.