A little more up front, sir? - Femail
A little more up front, sir? Now £15 M&S pants offer boost to male appearance
Source: dailymail.co.uk
By Daily Mail Reporter
Last updated on 4th October 2010
Their wives and girlfriends already have body-enhancing underwear to make them look their best.
And now, in what may prove a boost for the likes of Jeremy Paxman, men too can enjoy the benefits of supportive underwear thanks to a new range from Marks & Spencer.
The ‘bum lift’ underpants claim to do exactly what their name suggests, using seam-free tailoring to raise the wearer’s posterior by a fifth.
Alternatively, men whose body worries lie in a different direction can choose what M&S has delicately branded the ‘frontal enhancement’ pant.
Uplifting news: Jeremy Paxman might be pleased to hear about the development in the underwear Using an ‘integral shelf’, it gives the wearer what the company describes as a ‘38 per cent visual enhancement in size’.
The range of male control pants, on sale from October 15, comes after the chain began stocking tight Bodymax vests aimed at flattening out middle-aged spread.
Dave Binns, head of M&S men’s underwear, said: ‘Our technologists have worked hard to engineer two styles that are comfortable to wear and that give real results. These pants provide a real confidence boost for men and we think they will prove popular with our customers.’
The ‘frontal enhancement’ Bodymax pants will cost £10, and the ‘bum lift’ pants £15.
M&S claims to have a waiting list of interested customers already, and will be selling both styles of pants at ten stores as well as through its website. In 2008 Newsnight presenter Paxman famously complained that M&S pants no longer provided ‘adequate support’.
In an email to then chief executive Sir Stuart Rose which was later leaked he took the chain to task for spreading what he called ‘widespread gusset anxiety’ through Britain’s men.
However the store hit back, countering that complaints about underwear were at an all-time low.
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