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So Belle and Lolabunny, if you are reading this beware, all you see may not be all that you are getting, the push up bra revenge for men
:p
Squeezing away that beer belly
Email the author December 09, 2008
Shelley Emling
New York Times News Service
LONDON (Dec 9, 2008)
In the fickle world of fashion, one thing's for certain: Any trend that catches on with women will grab men too.
Guys clutching man bags are a common sight in hip urban centres. Even eyeliner for men -- "guyliner" -- has found a following.
Now body-sculpting, flab- corralling undergarments known as men's girdles, or even "mirdles," are popping up.
Starting next month, Australia-based Equmen will sell a body-slimming Core Precision Undershirt designed to squeeze a few inches off a man's beer belly and improve his posture. It will be available in the United States and Europe via equmen.com.
Corie Chung, one of the company's founders, said, "Men these days are concerned about their appearance, and they also want to feel healthy and supported."
Atlanta-based Spanx, whose nylon and Spandex undergarments for women are worn by Oprah Winfrey, plans a collection for men next year. "We have had a ton of requests for Spanx for men," said spokesperson Misty Elliott. "After seeing our success with firming women's butts, men are asking Spanx to help them flatten their guts.
"Today's men are more style- and image-conscious, and they're ready to take advantage of the same style tricks that women have."
Retailers say a younger generation of men is paying more attention than their fathers to fashion necessities, such as underwear. Market researcher NPD Group reported that sales of men's underwear in the U.S. jumped 7.8 per cent between 2005 and 2007 to reach 1.1 billion units, while sales of women's underwear climbed by just 2.3 per cent to reach 1.5 billion.
For men, a growing number of businesses are peddling shape-enhancing undergarments.
Underworks.com, for example, sells a wide range of shapewear for men, including the Ultimate Chest Binder that sells for $36.99. A Male Support Vest from Enell.com, which also flattens the chest, costs $75. Compression shorts from Legluxe.com, designed to tone muscles, cost $39.95.
John Pearce, who set up Brazilian Shapewear to import the leading brands into the U.K., said he started selling slimming garments for men the past year. "People were calling us and asking us for these. There's been a real buzz about men's corsets in particular."
Pearce emphasized that these products not only flatten the stomach, but also help with posture and even improve one's golf swing by keeping a player in the right position.
"It's a lot more complex than just looking good."
Not everyone in the industry is convinced there's a broad market for men's slimming garments.
The Atlanta-based Luxelegwear.com, a website offering European brands, carries 13 styles of hosiery specifically for men.
"Men who make these purchases are looking for styles that help them with circulation problems or they simply like the look and feel of the shiny pantyhose," said managing director Deborah Ashley.
"But I have not heard too many concerns about sucking the gut in or smoothing out the thighs."
David Wolfe, creative director at Doneger Group, a New York fashion industry consultant, said, "Men are just not so vain or concerned about their physicality. And if they are, they are likely to be in a gym and not in a girdle."
:pSqueezing away that beer belly
Email the author December 09, 2008
Shelley Emling
New York Times News Service
LONDON (Dec 9, 2008)
In the fickle world of fashion, one thing's for certain: Any trend that catches on with women will grab men too.
Guys clutching man bags are a common sight in hip urban centres. Even eyeliner for men -- "guyliner" -- has found a following.
Now body-sculpting, flab- corralling undergarments known as men's girdles, or even "mirdles," are popping up.
Starting next month, Australia-based Equmen will sell a body-slimming Core Precision Undershirt designed to squeeze a few inches off a man's beer belly and improve his posture. It will be available in the United States and Europe via equmen.com.
Corie Chung, one of the company's founders, said, "Men these days are concerned about their appearance, and they also want to feel healthy and supported."
Atlanta-based Spanx, whose nylon and Spandex undergarments for women are worn by Oprah Winfrey, plans a collection for men next year. "We have had a ton of requests for Spanx for men," said spokesperson Misty Elliott. "After seeing our success with firming women's butts, men are asking Spanx to help them flatten their guts.
"Today's men are more style- and image-conscious, and they're ready to take advantage of the same style tricks that women have."
Retailers say a younger generation of men is paying more attention than their fathers to fashion necessities, such as underwear. Market researcher NPD Group reported that sales of men's underwear in the U.S. jumped 7.8 per cent between 2005 and 2007 to reach 1.1 billion units, while sales of women's underwear climbed by just 2.3 per cent to reach 1.5 billion.
For men, a growing number of businesses are peddling shape-enhancing undergarments.
Underworks.com, for example, sells a wide range of shapewear for men, including the Ultimate Chest Binder that sells for $36.99. A Male Support Vest from Enell.com, which also flattens the chest, costs $75. Compression shorts from Legluxe.com, designed to tone muscles, cost $39.95.
John Pearce, who set up Brazilian Shapewear to import the leading brands into the U.K., said he started selling slimming garments for men the past year. "People were calling us and asking us for these. There's been a real buzz about men's corsets in particular."
Pearce emphasized that these products not only flatten the stomach, but also help with posture and even improve one's golf swing by keeping a player in the right position.
"It's a lot more complex than just looking good."
Not everyone in the industry is convinced there's a broad market for men's slimming garments.
The Atlanta-based Luxelegwear.com, a website offering European brands, carries 13 styles of hosiery specifically for men.
"Men who make these purchases are looking for styles that help them with circulation problems or they simply like the look and feel of the shiny pantyhose," said managing director Deborah Ashley.
"But I have not heard too many concerns about sucking the gut in or smoothing out the thighs."
David Wolfe, creative director at Doneger Group, a New York fashion industry consultant, said, "Men are just not so vain or concerned about their physicality. And if they are, they are likely to be in a gym and not in a girdle."
