Lingerie for women is constantly evolving. There is an abundance of choice, with a variety of types to choose from, depending on the occasion. But what about men's lingerie? Many people are still wearing the same old boxer shorts, aren't they?

Australian underwear manufacturer HommeMystere is trying to break through this stagnation by developing and selling sexy lingerie for the manly man. The designs are sexy, but the sizes and shapes are designed to be suitable for the male body.



HommeMystere's men's lingerie advertisements often feature slender, muscular, so-called "thin macho" male models posing with their female counterparts. This is to indicate that HommeMystere is targeting heterosexual men. In fact, research shows that over 90% of its customers are heterosexual. The typical customer model is married men over 40 years old. They are not limited to underwear, but also demand tasteful luxury goods for everything around them, such as shoes, watches, and suits, as well as people with the income to purchase and maintain such items.





Nevertheless, the question remains. I understand that some men want to wear luxury and tasteful underwear, but do they need a bra? Why would they wear something that even many women would not want to wear if they could, for reasons such as stiff shoulders, if they did not have to? We may never know for sure unless we ask the men who actually wear them.


HommeMystere says it will continue to sell lingerie for men and will fight to break the stereotype that men should not wear sexy lingerie.