Men Spanx to hold the beer gut....

Bye bye beer belly: Spanx launches men's underwear to 'firm and flatten' love handles

By DAILY MAIL REPORTER
Last updated at 1:38 PM on 28th October 2010

Spanx, the brand best known for its women's 'tummy tightening' pants, launches a new range in the UK today - for men.

The undergarments are designed to 'firm and flatten', keeping beer bellies in check, according to the company.

Department store Selfridges, which is selling the Cotton Compression Undershirt (£55), Zoned Performance Undershirt (£69), Cotton Comfort briefs (£37) and boxer briefs (£47) said there was already an extensive waiting list.

Spanx you: A Simon Cowell lookalike at the launch at Selfridges today for the men's undergarments designed to 'firm and flatten', keeping beer bellies in check

In demand: Department store Selfridges said there was already an extensive waiting list

The American founder of Spanx, Sara Blakely, said: '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.'

Ms Blakely added: 'The men in my life, and in Hollywood, have been asking me to make "Spanx for men" for years.

'So I was inspired to create comfortable and powerful undershirts that provide instant gratification without gimmicks.

'It's your favourite T-shirt without your least favourite part... love handles.'

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

And Spanx says 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.'

The brand had reportedly notched up an estimated $350million in global sales by 2008.

The men's line has been on sale in the US since February.

Perfect fit: 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

Read more: http://www.dailymail.co.uk/femail/article-1324511/Spanx-reducing-underwear-body-conscious-man-hits-high-street.html#ixzz13eqByd7X