Maternity brand HOTmilk has launched its first range of men’s underwear, titled Milk Man.
This will be the first time that the line, created several years ago for promotional purposes, will be launched as a proper collection.
HOTmilk north England sales representative Craig Swinney said: “I think going forward we are going to offer it as a continuity, so it will be ongoing just as basics. We have done a retro style brief and a trunk in several colours."
He added: “I think it is a great name, isn’t it? Milk Man – delivering in all the right places. I think it says that on the box… ‘Delivering daily where it matters most’.
The Milk Man collection, which will be available this Autumn Winter, seeks to provide classic, ‘manly’ styling.
HOTmilk’s male model, who wore the trunk at the brand’s stand in Birmingham, had only good things to say about the product.
“It is very comfy,” he said. “Comfort is very important, like you wouldn’t believe.”