Underwear range 'hides beer belly'
Spanx, the brand best known for its women's "tummy tightening" pants, has launched a new range in the UK - for men.
The men's undergarments are designed to "firm and flatten", keeping beer bellies in check, according to the company.
The American founder of Spanx, Sara Blakely, said: "We applied our 10 years of knowledge and expertise in compression fabrics and transforming the body to this first-of-its-kind collection for men."
Department store Selfridges, which is selling the £55 Cotton Compression Undershirt, £69 Zoned Performance Undershirt and Cotton Comfort briefs (£37) and boxer briefs (£47), said there was already an extensive waiting list.
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 said 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 $350 million (£221 million) in global sales by 2008.
The men's line has been on sale in the US since February.