A Japanese retailer has begun to sell lingerie specifically designed for men.
Wish Room Men’s, a retailer that sells via online shopping outlet Rakuten, is offering bras, knickers and silky nightgowns, which feature lace trims and floral prints.
The thinking behind the launch is to allow men the chance to enjoy the same soft, luxurious undergarments that women are used to, reports Rocketnews24.
The bra cups lack padding, allowing men to slip them on without feeling ‘unnatural’, but they do feature underwires.
Lingerie sets retail at around JPY1,995 (£11) and new designs are due to arrive in February.