Further evidence of men’s increasing sensitivity to their physical appearance. So the question is – with whom will these be the biggest hit, boomers hoping to impress the young’ins or already fabulous gay boys?
Spanx for Men are finally here.
At a suite at the Bryant Park Hotel this afternoon, the brand that revolutionized red-carpet dressing with products like “Power Panties” and “Slim Cognito” bodysuits unveiled a simple mini-collection of undershirts for guys: tank tops, v-necks and crewnecks. Made of Egyptian cotton, the 19% spandex shirts are said to conceal beer guts, smooth the body, and generally make men look fitter—even though, to the untrained eye, the undergarments look exactly like a normal shirt. (The prices, $55-$58, are another story.)
Ms. Blakely admits that when she started getting emails from guys requesting that she develop a men’s body-shaping product a few years ago, she thought they were joking. But, over time, she says, “it became a movement.”
R&D commenced at Spanx HQ in Atlanta. Among the male Spanx testers were Ms. Blakely’s husband, brother and dad. They rejected one style that had a seam across the chest and a central compression panel because they felt it was too, well, Spanx-like.
Born Curious 
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