Demand for men's lingerie triggers store launch

An Australian brand specialising in elegant lingerie for men has launched a new online store.

HommeMystere was created in 2008 to meet a demand for garments that look and feel like women’s lingerie, but have been designed and tailored to fit the male body.

The company’s website says: "A growing number of guys are discovering the comfort of lightweight lingerie style underwear."

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The business says it has experienced "sustained percentage growth" in the double digits, "consistently selling" men’s lingerie into over 30 countries around the world.

Since the HommeMystere range was launched on the catwalk at the Las Vegas International Lingerie Show in 2012, over 40% of the site’s sales now go direct to the US.

The brand’s new online store was developed to meet this increasing demand, while presenting various lingerie ranges.

There are eight new styles to be released on the site this year, including the recent Monique and Genevieve styles.

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