28.07.09
“DOES MY BUM LOOK BIG IN THIS?”
As the first male leggings go on sale, Selfridges launches an exclusive
range of control pants for men
Equmen control trunks £37, exclusively at Selfridges
Leading department store Selfridges is set to launch Britain’s first
range of control pants for men as the first wave of male leggings (AKA the
“megging”) land in store.
“Power” underwear for men by Equmen will launch in Selfridges
stores nationwide August 8th, promising to do for men’s bums what
Spanx have done for flabby female thighs.
The range of briefs (£35) and leg hugging trunks (£37) feature
Equmen’s revolutionary Helix-Mapping compression technology, improving
lightweight posture and support ‘down under’ in addition to
lifting and smoothing in all the right places.
Men’s fashion has never been as skinny as men wince a painful ‘hello’
to the controversial ‘megging’, included in collections of designers
including Martin Margiela and Alexander McQueen.
David Walker Smith, Selfridges' Director of Menswear and Beauty said: “This
season’s male legging has taken men’s fashion to a new level
of skinniness. We hope customers will be equally as excited to control the
shape of their bums as they were their tums when we launched control vests
for men earlier this year.”
Download press release as a PDF