Local

Winnipeg Free Press - PRINT EDITION

GIRDLE for guys?

Compression underwear for men debuts at fashion fest

By: Misty Harris

Posted: 02/21/2010 1:00 AM | Comments: 0

Amid rich industry buzz -- and no small measure of female schadenfreude -- Spanx just debuted their first-ever men's compression undergarments at New York Fashion Week.

Putting a different spin on male shrinkage, the new undershirts, like their vaunted feminine predecessors, are designed like virtual vacuum-packs for the physique, constricting the midriff into a shape less evocative of a tube sock filled with gravy.

"It's not a man-girdle or anything too scary for the guys," says Maggie Adams, spokeswoman for Spanx. "The idea is that it's an undershirt with benefits -- eliminating love handles, flattening the stomach, trimming the waistline and helping men feel better in their clothes."

At least half a dozen brands have introduced men's shape-wear over the last year or so, with most marketed as highly technical performance garments. The Ript Fusion "torso-enhancing undershirt," for example, is described as being "injected with steroids," whereas the Equmen Core Precision undershirt is said to boast "helix-mapping technology."

The idea, at its most idealistic, is to make wearing foundation garments sound as manly as changing a tire -- or, in this case, getting rid of a spare.

"Our planning manager literally had to take his belt in a notch after he put (the Equmen shirt) on," says Lanita Layton, vice-president of menswear for Holt Renfrew, where the Equmen undergarments' strong sales recently prompted a nationwide rollout.

"It's about finding the right thing for men, not just trying to copy something made for women."

Some observers, however, worry the fact these gut-busters are catching on is indicative of men finding it more difficult to sidestep the body-image trap.

"Some of the same things women have been complaining about for years, men are starting to feel, too," says Michael Kaufman, a gender equality educator from Toronto. "Deep down, there's a sense of not living up to expectations."

-- Canwest News Service

Republished from the Winnipeg Free Press print edition February 21, 2010 A20

Fact Check

Have you found an error, or know of something we’ve missed in one of our stories? Please use the form below and let us know.

* Required

In which story did you find the error? *
Please post the headline of the story or the title of the video with the error.
What was the error? *
Please post exactly what was wrong with the story.
What should we have written?
Please indicate your source for the correct information.
Who else should we interview to improve this story?
Please include any contact information you may have.
Can we contact you in the future for advice on stories about this topic?
Yes

No
First Name: *
Last Name: *
E–mail Address: *
This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.
Phone: *
This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.
Colour:
Are you blue? If you can see this, leave it blank and get some CSS support.
Enter the words that you see: * This is to prevent our forms from being filled out automatically.
You have failed to correctly identify the words in the box above. Please try again.

More Local

Undock

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is register and/or login and you can join the conversation and give your feedback.

Have Your Say

New to commenting? Check out our Frequently Asked Questions.

The Winnipeg Free Press does not necessarily endorse any of the views posted. By submitting your comment, you agree to our Terms and Conditions. These terms were revised effective April 16, 2010.