2xist Launches New Shapewear Line to Flatten Men's Guts
by Nana at May 28, 2009, 2:00 PM
Those of you who've been following our CEO on Twitter already know this, but men are way into their undies and buying it up like crazy. And soon, if 2xist has anything to say about it, guys will be buying shapewear (a.k.a. girdles) too.
"It targets an area that most men typically have trouble with and can whittle the waist two whole inches," 2xist creative director, Jason Scarlatti told WWD about the line called Form, which will consist of four brief and trunk styles with a 6-inch elastic waistband that will basically suppress beer belly flab. "Not everyone is shaped like the guy on the box," Scarlatti explained. "This is for an aspirational customer; it's a stepping stone." Spanx is also creating a "smoothing" line of underwear for men.
“ To me, it's sexier when it doesn't look like you go to the gym. If you look like you've been spending a lot of time in the gym, then it just looks like you spend a lot of time in the gym.”
— Beyonce on her body and body image. From The Cut Blog
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