Girdles for guys
Go Softwear, makers of underwear and athletic wear ?with an edge,? Credit: Handout
As a tribe, men tend to be a loud bunch. We snore, snort, and those past a tender age grunt when sitting down and groan on the way back up. But what would it sound like if every American adult male suddenly, voluntarily, sucked in his gut?
We'll never know, because men no longer have to stress about such things. They now have specially designed T-shirts, briefs and other manly type girdles - "mirdles," they've been called - to do the gut-busting for them.
We're talking "men's shapewear," a category that's grown in recent years, achieving landmark status last month when Spanx, the sassy, uber-brand of women's shapers, launched a much-anticipated line for dudes.
Sara Blakely has her work cut out for her. Getting guys to buy gear named Spanx may be tough. And there's already lots of competition. For men not used to clothes that feel different, "it's a shock at first, but sales prove they're willing," says Jason Scarlatti, creative director of 2(x)ist, another male shapewear line. "Fitness and body image have become infused in our lives," he says. "And men will do what it takes to feel good about themselves."
Translation: We'll still belly up to the bar, but those bellies will be compressed.
Selling points
Women have squeezed into shapewear for centuries, but guys may need coaxing. So brands are hyping practical benefits, from posture support to renewed energy. Spanx testers, including founder Sara Blakely's dad, felt such items could even "improve an aching back - and their golf game," she notes.
- Joseph V. Amodio
