27 Sep 2007, ST, Urban
Instead of hitting the gym, some busy men are wearing body-transforming undergarments to turn from chunk to hunk. NOELLE LOH reports
When it comes to looking great in a tight pair of jeans, it's a cinch for some urban males. Literally.
Body-conscious guys are donning undergarments to help them compress bulging bellies and to fill out those bits that don't, er, bulge enough.
Instead of the usual boring boxers and briefs, they are girding their loins with items ranging from waist cinchers to padded briefs to butt-lifters.
The use of underwear to tweak a physique used to be a trick embraced by women. But now, with fashion trends for both sexes requiring slimmer silhouettes, it's become a guy thing too.
But think of it more in macho terms, as Transformers for the testosterone crowd - to borrow the title of the cult American animated series inspired by a line of Japanese robot toys.
German underwear manufacturer Triumph International stocks a line of men's girdles, while Japanese competitor Wacoal has introduced a line of tummy-tightening briefs. Unfortunately, both are available only in Japan.
But there are two local independent retailers - New Urban Male and SportsmenAsia.com - that local chappies can go to for some help.
IT'S A CINCH: According to Ken Hong, director of SportsmenAsia.com, this generic slimming wrap for men helps to support the back, maintain good posture and prevent sagging of the abdominal area. $38.90 from SportsmenAsia.com, cotton shorts, $49.90, from New Urban Male
New Urban Male, a multi-label fashion and lifestyle store, has been stocking such underwear since it first started business at its Heeren outlet in May 2003.
Among the body-sculpting intimates on sale are AussieBum Wonderjocks, which e-zine Trend Hunter calls the equivalent of the Wonderbra in men's undies, and sling support briefs from New York-based brand C-IN2.
Wonderjocks depend on a fabric cup to 'lift and promote' essential bits, while the sling support briefs make use of an adjustable elastic sling that encircles the scrotum to lift it forward.
RIGHT ON TARGET: These cotton briefs with sling support by New York brand C-IN2 have an adjustable elastic sling that forms a ring around the scrotum and lifts it forward.
$39.90 from New Urban Male, padded jacket, $329, from Calvin Klein Jeans
Over at Chinatown Point, men's underwear specialist store SportsmenAsia has also been catering to what company director Ken Hong calls an 'untapped demand' for the past year.
TRICK OF THE EYE: Three-dimensional underwear by Japanese company Vaux helps accentuate the male profile with strategically placed seams.
$109.90 from SportsmenAsia.com, denim jacket, $407, from Energie, embroidered trucker cap, $130.03, from Ed Hardy
Its array of men's underwear brands includes those that offer 'lift-up' effects and 'three-dimensional support'. The shop also sells a slimming wrap that helps prevent sagging of the tummy and 'far infrared' spandex shorts that claim not only to burn excess fat but also to shape attractive curves and are 'truly the killer of bulgy abdomens'.
Amusing as these products might sound, their sales are no laughing matter.
RAISING THE FLAG: These Italia boxer briefs by American brand Andrew Christian come with a built-in adjustable c-ring in front to enhance the male profile and a square-seamed back that provides added support for the rear.
$39.90 from SportsmenAsia.com, zip-up bomber jacker, $239, from Industrie at Tangs Orchard
'Such body-transforming underwear makes up 10 to 20 per cent of our monthly sales even though they are not cheap,' says Hong.
For example, the three-dimensional briefs by Japanese company Vaux - said to be designed to 'accentuate the male profile' - cost $109.90, while the Far Infrared undies are $39.90 a pair. Prices are comparable to high-end women's lingerie.
Average monthly sales at SportsmenAsia.com hit a six-figure sum, Hong reveals.
New Urban Male, too, sees a 'constant demand' for its body shapers for men, with its C-IN2 sling support range always sold out, says company director Chua Shenzi.
'Basically, the guys who are buying these items are looking to enhance or to improve their physical assets both front and back,' Chua says. 'Most were pretty shy when we first started the business, but now that these products are more common, customers are more at ease with the idea.'
Customers are usually a well-heeled bunch, made up mostly of professionals, managers, executives and businessmen (PMEBs) with spending power.
'Based on their spending habits, I dare say that these customers definitely earn high incomes,' Hong says.
BUTT OUT: These padded butt briefs by American company Go Softwear give the rear a boost with sewn-in foam pads in the back.
$62.90 from New Urban Male, nylon jacket, $149, from FCUK
Explaining how padded undies are a quick fix if you can't hit the gym, he adds: 'The gym culture among relatively young PMEBs is still very strong, so these select few really have very busy schedules and no time to work out.'
Equity analyst Liang Wei, 26, works a 12-hour day on average, but has no intention of getting into a pair of wonder briefs or tummy tuckers anytime soon.
'Those things look really uncomfortable. I would rather look unfit than wear one of them,' he says.
But Hong wants to convince sceptics like Liang otherwise. 'With the exception of Infrared, all the body-transforming underwear that I sell are fashionable and comfortable. I believe men buy them because they can look and feel sexy in them. And when something looks sexy and feels comfortable, it sells.'
Which might explain lingerie giants Wacoal and Triumph's foray into the niche 'transformers' market in Japan last year.
A Wacoal spokesman says the company drew inspiration for its 'Completely Nude' tightening briefs from women's needs.
UNDER WRAPS: This pair of perforated tights are said to contain "far infrared" powers, which come from the rays of the sun, and help lift the butt and restrain the abdomen while burning excess fat. $39.90 from SportsmenAsia.com
'The product development of men's underwear was based on what women want in lingerie - to wear comfortable underwear and look more attractive at the same time,' she says.
Using a netted lining, the tightening briefs help compress a wearer's body by 2 to 3cm. However, she adds that although sales in Japan are growing fast, there are currently no plans to bring the line of control underwear for men here.
'The Singapore market for this category is too small for business.'
--------------------------------
WHERE TO GET TRANSFORMERS
New Urban Male
04-08 The Heeren, tel: 6378-8329
C-ring briefs that enhance one's natural assets - thanks to an elastic pouch-shaped ring of fabric - from American company Go Softwear. Wonder Jocks from Australian label AussieBum and sling support underwear from American men's underwear company C-IN2.
Price range: Between $39.90 and $69.90
SportsmenAsia.com
03-36 Chinatown Point, tel: 6327-4088
Over five different brands, mostly from Japan and the United States. Includes Toot 432 briefs, which have a deep-seamed front pouch and Y-seamed back that provide a 'lift-up' effect, and Japanese label Good Men Wear's jock strap, a daring update on the traditional jockstrap design to provide firm support for the butt.
Price range: Between $39.90 and $109.90.
Instead of hitting the gym, some busy men are wearing body-transforming undergarments to turn from chunk to hunk. NOELLE LOH reports
When it comes to looking great in a tight pair of jeans, it's a cinch for some urban males. Literally.
Body-conscious guys are donning undergarments to help them compress bulging bellies and to fill out those bits that don't, er, bulge enough.
Instead of the usual boring boxers and briefs, they are girding their loins with items ranging from waist cinchers to padded briefs to butt-lifters.
The use of underwear to tweak a physique used to be a trick embraced by women. But now, with fashion trends for both sexes requiring slimmer silhouettes, it's become a guy thing too.
But think of it more in macho terms, as Transformers for the testosterone crowd - to borrow the title of the cult American animated series inspired by a line of Japanese robot toys.
German underwear manufacturer Triumph International stocks a line of men's girdles, while Japanese competitor Wacoal has introduced a line of tummy-tightening briefs. Unfortunately, both are available only in Japan.
But there are two local independent retailers - New Urban Male and SportsmenAsia.com - that local chappies can go to for some help.
IT'S A CINCH: According to Ken Hong, director of SportsmenAsia.com, this generic slimming wrap for men helps to support the back, maintain good posture and prevent sagging of the abdominal area. $38.90 from SportsmenAsia.com, cotton shorts, $49.90, from New Urban Male
New Urban Male, a multi-label fashion and lifestyle store, has been stocking such underwear since it first started business at its Heeren outlet in May 2003.
Among the body-sculpting intimates on sale are AussieBum Wonderjocks, which e-zine Trend Hunter calls the equivalent of the Wonderbra in men's undies, and sling support briefs from New York-based brand C-IN2.
Wonderjocks depend on a fabric cup to 'lift and promote' essential bits, while the sling support briefs make use of an adjustable elastic sling that encircles the scrotum to lift it forward.
RIGHT ON TARGET: These cotton briefs with sling support by New York brand C-IN2 have an adjustable elastic sling that forms a ring around the scrotum and lifts it forward.
$39.90 from New Urban Male, padded jacket, $329, from Calvin Klein Jeans
Over at Chinatown Point, men's underwear specialist store SportsmenAsia has also been catering to what company director Ken Hong calls an 'untapped demand' for the past year.
TRICK OF THE EYE: Three-dimensional underwear by Japanese company Vaux helps accentuate the male profile with strategically placed seams.
$109.90 from SportsmenAsia.com, denim jacket, $407, from Energie, embroidered trucker cap, $130.03, from Ed Hardy
Its array of men's underwear brands includes those that offer 'lift-up' effects and 'three-dimensional support'. The shop also sells a slimming wrap that helps prevent sagging of the tummy and 'far infrared' spandex shorts that claim not only to burn excess fat but also to shape attractive curves and are 'truly the killer of bulgy abdomens'.
Amusing as these products might sound, their sales are no laughing matter.
RAISING THE FLAG: These Italia boxer briefs by American brand Andrew Christian come with a built-in adjustable c-ring in front to enhance the male profile and a square-seamed back that provides added support for the rear.
$39.90 from SportsmenAsia.com, zip-up bomber jacker, $239, from Industrie at Tangs Orchard
'Such body-transforming underwear makes up 10 to 20 per cent of our monthly sales even though they are not cheap,' says Hong.
For example, the three-dimensional briefs by Japanese company Vaux - said to be designed to 'accentuate the male profile' - cost $109.90, while the Far Infrared undies are $39.90 a pair. Prices are comparable to high-end women's lingerie.
Average monthly sales at SportsmenAsia.com hit a six-figure sum, Hong reveals.
New Urban Male, too, sees a 'constant demand' for its body shapers for men, with its C-IN2 sling support range always sold out, says company director Chua Shenzi.
'Basically, the guys who are buying these items are looking to enhance or to improve their physical assets both front and back,' Chua says. 'Most were pretty shy when we first started the business, but now that these products are more common, customers are more at ease with the idea.'
Customers are usually a well-heeled bunch, made up mostly of professionals, managers, executives and businessmen (PMEBs) with spending power.
'Based on their spending habits, I dare say that these customers definitely earn high incomes,' Hong says.
BUTT OUT: These padded butt briefs by American company Go Softwear give the rear a boost with sewn-in foam pads in the back.
$62.90 from New Urban Male, nylon jacket, $149, from FCUK
Explaining how padded undies are a quick fix if you can't hit the gym, he adds: 'The gym culture among relatively young PMEBs is still very strong, so these select few really have very busy schedules and no time to work out.'
Equity analyst Liang Wei, 26, works a 12-hour day on average, but has no intention of getting into a pair of wonder briefs or tummy tuckers anytime soon.
'Those things look really uncomfortable. I would rather look unfit than wear one of them,' he says.
But Hong wants to convince sceptics like Liang otherwise. 'With the exception of Infrared, all the body-transforming underwear that I sell are fashionable and comfortable. I believe men buy them because they can look and feel sexy in them. And when something looks sexy and feels comfortable, it sells.'
Which might explain lingerie giants Wacoal and Triumph's foray into the niche 'transformers' market in Japan last year.
A Wacoal spokesman says the company drew inspiration for its 'Completely Nude' tightening briefs from women's needs.
UNDER WRAPS: This pair of perforated tights are said to contain "far infrared" powers, which come from the rays of the sun, and help lift the butt and restrain the abdomen while burning excess fat. $39.90 from SportsmenAsia.com
'The product development of men's underwear was based on what women want in lingerie - to wear comfortable underwear and look more attractive at the same time,' she says.
Using a netted lining, the tightening briefs help compress a wearer's body by 2 to 3cm. However, she adds that although sales in Japan are growing fast, there are currently no plans to bring the line of control underwear for men here.
'The Singapore market for this category is too small for business.'
--------------------------------
WHERE TO GET TRANSFORMERS
New Urban Male
04-08 The Heeren, tel: 6378-8329
C-ring briefs that enhance one's natural assets - thanks to an elastic pouch-shaped ring of fabric - from American company Go Softwear. Wonder Jocks from Australian label AussieBum and sling support underwear from American men's underwear company C-IN2.
Price range: Between $39.90 and $69.90
SportsmenAsia.com
03-36 Chinatown Point, tel: 6327-4088
Over five different brands, mostly from Japan and the United States. Includes Toot 432 briefs, which have a deep-seamed front pouch and Y-seamed back that provide a 'lift-up' effect, and Japanese label Good Men Wear's jock strap, a daring update on the traditional jockstrap design to provide firm support for the butt.
Price range: Between $39.90 and $109.90.
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