New men’s underwear to check beer bellies

Updated: Oct 30, 2010, 09:42 AM IST

London: Men who hate to exercise but still want to look good have a reason to celebrate – they can now get their hands on a new brand of underwear that are designed to `firm and flatten’, keeping beer bellies in check.

“We applied our ten years of knowledge and expertise in compression fabrics and transforming the body to this first-of-its-kind collection for men,” a news daily quoted Sara Blakely, founder of Spanx, which launched the brand recently, as saying.

“The men in my life, and in Hollywood, have been asking me to make ‘Spanx for men’ for years,” she said.

The cotton undershirt promises to “comfortably firm the chest, flatten the stomach, improve posture and eliminate bulk under clothes”, while the 69 pound version claims to provide “maximum shaping with instant transformation.”

And Spanx said of the briefs, “There’s no chance of a sagging bum with this range as the long-lasting high-gauge Cotton Compression fabric contours to the body for a close fit.”

ANI