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Corsets for men, known as mirdles, reduce a man's waistline by up to 5cm
FOR blokes who would rather drink a six pack than build one comes the latest in beer-bulge tightening technology - the man girdle.
Known as "mirdles" and engineered to taper even the most bloated of blokes, corsets for men are hitting the market faster than you can say love handle.
London department store Marks & Spencer is hoping to cash in on this latest metrosexual craze with their new Bodymax shapewear range.
Would you wear a mirdle or is being a big bellied bloke OK?
The stretch cotton vest and T-shirt are said to reduce a man's waistline by up to 5cm and will be available in the UK and online from January 7.
M& S is following in the footsteps of rival Australian company Equmen which has sold posture- improving compression garments in Europe and North America since 2007.
Despite being a local invention, the Equmen range is yet to hit Australian department stores but is available from three NSW men's boutiques. The brand promises the use of "targeted compression" to "trim the stomach and smoothe love handles", as well as provide additional body support.
Beecroft clothing boutique Just For Him owner Lisa Tarei has sold nine Equmen garments since Christmas.
"A couple of metros that have just a little bit of the man boob have bought it for the sucking-in effect," she said. "My husband Des had to tighten the belt on his pants by two notches."
Ms Tarei said the mirdle is geared to metrosexuals, not "everyday labourers".
But a spokesman for underwear company aussieBums said we should not underestimate the average Aussie bloke.