Boobs aren't impolite?

I've noticed a couple of ladies' clothing stores casually use the word "boobs" here, which to my ears sounds like a slightly impolite slang term but must not be seen as such. U.S. stores would say "bust" or "chest" instead, I think. (It's like when people say they need "the toilet" here when they want a restroom. That's too graphic for me; I don't need to know what you're doing there -- maybe you're washing your hands or combing your hair -- let's keep a little mystery alive, shall we?)

Below is a pic of Pepperberry, and you'll note at the bottom of the window is the motto: "clothes designed with your boobs in mind." A similar theme can be found at its parent store, lingerie retailer Bravissimo, which liberally sprinkles the word "boobs" around its site and used to have a slogan about being for "big-boobed women."


It's just one of those little differences in perception, kind of like how some Americans use British terms such as "bloody" when they don't want to curse, not realizing that *is* a curseword. It just depends which side of the pond you're on when you say it, lol.