Demand for 2(x)ist men’s shapewear products has tripled in Macy’s and Saks Fifth Avenue in the lead up to Father’s Day.
Chief operating officer Douglas Weiss told the New York Post that he predicts sales of the brand’s shaping underwear could account for between 10 to 15 percent of Father’s Day sales.
Underwear brand 2(x)ist (pronounced ‘to exist’) is reportedly a popular choice with celebrities and the likes of Mickey Rourke and Justin Timberlake have been spotted wearing its waistbands.
A version of a square-cut tank top, which features a ‘hidden inner compression lining’ for ‘a super tapered fit,’ has also been worn by rapper 50 Cent.
The choice to introduce shaping products to the 20 year old label was made two years ago. Its offering now includes briefs and trunks fitted with a 6-inch-wide waistband to minimize spare tires and improve posture. Farther below, a wide, easy-breathing band acts to lift the rear while the company’s signature ‘contour pouch’ handles the job up front.
For those seeking a more dramatic effect up front, a niche line called ‘Maximize’ hoists the male anatomy even further.