Lingerie appears to no longer be the sole reserve of women with an Australian company beginning to market its range of underwear designed directly for men.
HommeMystere began designing, manufacturing and selling male lingerie around four years ago when husband and wife team Brent and Lara Krause noticed the limited amount of underwear available to men that was not purely of the novelty variety.
The range has expanded from a single sating and lace design to include a large number of panties, camisoles, stockings, tights and even bras designed specifically for the male body.
He added: “The briefs are very much just a standard pattern for guys, however the bras, teddies and camisoles are designed around a male physique.
“Mind you there are very few differences and we sell a surprisingly large number of camisoles and a couple of the bras to women along with our PinStripe Boyshort.
“I guess that shows that people just want nice underwear that fits and whether it’s made for a woman or a man is irrelevant.”
HommeMystere claims they have seen a 100 percent rise in sales each year they have been in operation and are currently expanding fro their Australian base into the U.S. market. The company state the U.S. is the largest market for male lingerie, closely followed by the U.K., Canada and Australia.
Brent tells the Sun: “If you like anything aside from cotton, then your choices are very limited but walk through a department store and the ladies underwear section is huge.
“It’s as if designers leave their imagination at the door and believe their only options are colour, trunks or briefs. Of course you can buy men’s ’lingerie’ — as long as it’s the novelty variety.
“So we decided to do something in a fitted stretch satin with a bit of a lace edge. And it was popular.
“Then we received a few requests for bras, teddies and camisoles. And we thought ’Why not?’.
“We have two new lines arriving in stores across the US at the beginning of May and we are currently working on another couple of new releases in time for the September International Lingerie Show in Las Vegas.”
The company began distributing its range of lingerie in the U.K. via on online distributor at the end of 2012 and hope to bring the range to high street U.K. stores by the end of 2013.
“Our UK distributor has recently joined us late last year and dispatches online orders,” explained Brent.
Brent sales it’s been a challenge, but sales continue to grow.
He said: “Our concentration at the moment is definitely focussed on the US market, however we plan to spend more time on both the UK and Canada next year.
“Ideally we would like to have a range of our lingerie in a limited number of UK stores by the end of this year.
“The United States is comfortably our largest market with the UK, Canada and Australia rounding out the top four.
In the U.S. the company will launch two new ranges in May 2013 before showcasing a further new range of male lingerie at the Las Vegas International Lingerie Show.
Nice bra, bro! Frillies for fellas