“Tuck in yuh belly” a popular song made for the ladies about the size of their belly now aimed at the men.
It's for the man who has a little too much of everything - the man girdle, or the 'mirdle'.
In a land where metrosexuals reign, a London department store is hoping to cash in on the lucrative men's underwear market Thursday by launching a throwback to the Victorian era, a gut-cinching garment that designers say will help men make it through these belt-tightening times.
The stretchy contraptions resemble normal sleeveless tank tops or long-sleeved T-shirts - only shrunk down two or three sizes in a special blend of Spandex, nylon and polyester. Control underwear will be launched later this year.
"It makes waists look trimmer, improves posture and helps men get into the latest slimmer fitting suits," said Gavin Jones, head of the Australian company Equmen, which launched its male shapewear line in Selfridges on Thursday. "Men are under a lot of pressure right now to perform financially, socially and romantically. Why shouldn't we have the same products that women have had for years to make us feel better?"
Europe has been at the forefront of the metrosexual revolution, illustrated by images of a svelte Daniel Craig in tight bathing trunks or a fitted tuxedo as 007, and a near hairless David Beckham in white Armani bikini briefs - larger-than-life ads that stretch out across London's double-decker buses.
In the United Kingdom, as with sales of men's grooming products
- moisturisers, home-waxing kits, manicure kits - underwear sales are growing faster than women's.
Equmen's undershirts promise "to do for guy's chests what Spanx have done for flabby female thighs".
"Brands like Spanx have been huge for women, so we thought pretty soon the same thing would happen for men," said Mithun Ramanandi, a Selfridges underwear buyer. "We saw the brand last year and it was something that didn't look like a corset - something that men could wear to look slimmer without looking silly."
Spanx, one of the leading brands of shapewear for women which exceeded US$350 million in retail sales last year, is also considering a new line for men.
"We have something in the works," said Misty Elliott, a spokeswoman for the Atlanta-based company. "Men have been asking us for it and let's face it - they want to take advantage of the style tricks women have been using for years." Source: Jamaica Gleaner