A Japanese online retailer is branching out into bras, knickers and even silky nighties that, despite looking exactly like something you'd usually find in a woman's lingerie drawer, are actually intended for men.
The lingerie is specifically designed with men's larger frames in mind and, although they still feature the lace, florals and underwiring you might expect to find in a woman's underwear collection, the bra cups lack padding, allowing men to slip them on without feeling 'unnatural'.
Wish Room's say the line is designed to allow men the chance to 'enjoy the same kind of soft, luxurious undergarments that women are used to'.
(The underwear features all the lace and underwiring you might expect to find in a woman's collection)
In response, thousands debated the merits of men wearing bras on Mixi, Japan's top social network website.
Executive Director Akiko Okunomiya said she was surprised at the number of men who were interested in embracing their feminine side in this way.
'I think more and more men are becoming interested in bras.Since we launched the men's bra, we've been getting feedback from customers saying, "Wow, we'd been waiting for this for such a long time",' she said.
(The cup sections lack padding, allowing men to slip them on without feeling 'unnatural')
The bras and knickers come in pink and mint green sets, and retail for the surprisingly low price of £11.50 (1,995 yen). Prices go up to around £18.
'I like this tight feeling. It feels good,' Wish Room representative Masayuki Tsuchiya told Reuters.
The company spokesman himself wears the bra, which can be worn discreetly under clothing.