For The Metrosexual Belt-Tightener: The Man Girdle

By: By PAISLEY DODDS
By: By PAISLEY DODDS

LONDON (AP) - It's for the man who has a little too much of
everything - the man girdle, or "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. Even Clive Owen, the
British actor known for his rugged good looks and reticent
characters, is the face of Lancome's new anti-aging skin-care line.

As male vanity has increased in the past decade, so have retail
sales.

In the United Kingdom, sales of men's grooming products -
moisturizers, home waxing kits, manicure kits - totaled some 840
million pounds ($1.18 billion dollars) last year, according to a
report from market research firm Mintel.

Similarly, men's underwear sales are growing faster than
women's. In Selfridges, sales of men's underwear were up 21 percent
whereas women's underwear grew by some 10 percent last year. The UK alone totaled roughly 679 million pounds ($957 million) in men's
underwear sales in 2007 - the latest statistics available - whereas
the U.S. tallied about $4.9 billion in 2008, according to Mintel.

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 $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."

Department stores in the United States, such as Saks Fifth
Avenue, are also offering lines of male control wear. Saks started
carrying a line last year from 2(X)ist, which features briefs and
slimming undershirts.

Men's control wear has been around since Victorian times in
Britain, where dandies such as Lord Byron and Oscar Wilde were
known for their fanciful and slightly feminine outfits.
Advertisements for male girdles became popular in the 1930s but
many of the products struggled to look different than women's
undergarments.

Today's man girdle looks like something Marlon Brando might have
worn in "A Streetcar Named Desire" - a slimmer and more coifed
Brando, that is.

"An old relative of mine said there used to be men and women,
now there's this gray," said Pete Bainbridge, 31, a consultant in
financial services. "I suppose some people want to look good. It's
not my taste."

Retailers say it's not about making men more feminine, it's
about giving them more options.

Some agree, in theory.

"I suppose I would buy products I wouldn't have 10 years ago,"
said Adam Lazarus, 51, a business consultant.

Jones, who founded Equmen in 2007, said he got the idea by
looking at specialty clothes that athletes wear.

"I thought if there is apparel that can help shave off a second
of the time for swimmers or cyclists there must be something that
could improve the performance of hardworking men who have kids and
a mortgage to pay - a man who doesn't necessarily have time to get
off the merry-go-round and make himself look and feel better."

Selfridges, which opened up a spa last year for men, has
increased their underwear department by more than a third in its
flagship London store. In its other UK locations, the underwear
department has tripled in space to make room for specialty garments
like Equmen's.

"If it's going to be called a bloody girdle or 'mirdle' then
I'll take it on the cheek if it gets men to try it," says Jones.
"But I think there needs to be line drawn between a man wacking on
a bit of mascara and buying a product that's going to give him more
confidence and keep his belly from hanging over his belt."

Equmen's precision undershirts, start at 49 pounds ($69
dollars). Other lines for warmer climates will be released soon.
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On the Net:
http://www.equmen.com
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Associated Press Writer Dean Carson contributed to this story.


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