Gird Your Loins

Forget the gym. Throw out the Ab-bench. Move over Hydroxycut.

By John Jones, MR Magazine

American men are sculpting a leaner physique the old-fashioned way – with support garments. Equmen, a relatively new venture out of Australia, has already sold . . . Freshpair . . . on the concept . . . Equmen features a collection of tops (retailing at $89 to $109).

Equmen includes temperature control, with mesh areas for ventilation. But how to convince men to try the product, particularly at that pricepoint? “We are targeting a more affluent customer,” says director Corie Chung. “Strong customer service by the sales staff is key, so we do conduct training sessions.”

“2(x)ists FORM Collection can whittle the waist two whole inches.” – Jason Scarlatti

Of course, the big boys aren’t going to take this lying down. 2(x)ist started shipping its FORM Collection for Instant Abs, in late July, a brief with an extended elastic waist band. The product can “whittle the waist two whole inches,” according to creative director Jason Scarlatti.