Belt-tightening is about to take on a whole new meaning.
An Australian undergarment manufacturer has developed a body-shaping undershirt that promises to do for men what Wonderbra did for women.
The so-called Core Precision Undershirt by Equmen, which launched in North America last week, promises to “sculpt, tone and improve body mechanics.”
“They fit like a second skin, delivering the ultimate fusion of fashion and function,” the company’s website boasts. Holt Renfrew is the first Canadian retailer to carry the line and expects to have stock available for sale later this month.
“It’s an opportunity for men to look as good as we do,” quipped Holt Renfrew menswear sales associate Jacqueline Mills from the high-fashion retailer’s Bloor St. store yesterday.
And if the buzz around the new “man-girdle” is any gauge, men are just as anxious to strut their stuff in form-fitting clothing as women.
“We’ve received more than a dozen calls in the last three days from customers asking us when it’s going to arrive,” said David Labrecque, divisional manager for Holt’s menswear department.
“It’s done very well in Europe and that’s why we picked it up,” he said.
Labrecque, who describes his physique as “average for a 47-year-old,” gave the undershirt a test drive earlier this spring and said it improved his posture — and his profile.
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