December 28, 2007, - 4:08 pm

Men–The New Women–Alert: Girdles For Men All the Rage

By Debbie Schlussel
On this site, I’ve chronicled many of the various women’s products that have been repackaged for men. There are women’s beauty products–moisturizer and exfoliator and anti-wrinkle cream. And now, there is that product all men have been waiting for: [Drum Roll] . . . the Man-Girdle.
Yes, it is now considered acceptable–in vogue–for a man to sport women’s underwear. For the man who wants to keep his girlish figure (Tom Brady 10 years from now, for example), Wacoal Holdings–maker of expensive bras and legwear for women–now has the “Ex Walker” a/k/a the Man Girdle. It’s in Japan now, but it’s coming soon to a store near you (and I predict it’s not long before Under Armour gets into the biz–it’s not that different from some of that gear made for athletics).
Transvestitism is the new black. Don’t men realize there’s a reason that G-I-R-L are most of the letters in girdle? Just askin’:

sumowrestlers2.jpg

Got Girdle?

For decades, Wacoal Holdings, one of Japan’s largest makers of women’s underwear, has been selling girdles for women that promise to tuck in flabby tummies. Now, the company is starting to promote an unconventional companion product: a girdle for men.
Earlier this year, Wacoal launched a men’s girdle that touts its stomach-flattening ability. In January, it expects to start selling a version that goes a step further. The stretchy underwear, called the “ex walker,” is made of specially woven nylon and polyurethane that the company says is designed to actually tone the thighs and hips, not just hold them in shape temporarily.
Ex walker’s pitch: A step toward slimmer you.
Wacoal recently ran a full-page ad in the Nikkei, Japan’s biggest economic newspaper, describing the ex walker as a health-promoting product, complete with statements from a physician who says the underwear helps reduce body fat. [DS: Riiight.] It has produced promotional DVDs filled with details about how the girdle forces people to take longer strides when they walk, which consumes more energy. It has started distributing the promotional material to corporate health-insurance groups and sports gyms, where the product will be sold initially. Starting in April, the girdles also will be sold in department stores. . . .
Wacoal saw an opportunity for its girdle but knew it had to tread carefully. The company decided not to even mention the word “girdle,” for fear it would scare men away. And because men tend to be interested in how a product works, the company filled promotional material with details such as how the material in the underwear is woven. The weave exerts more tension on the front of the thighs, which forces the knees to stretch more, lengthens each stride and forces the leg to kick back. This way of walking makes the hip and thigh muscles work harder, and thus the wearer burns more energy, the company says.
“This is not a girdle, but exercise wear,” stresses Wacoal spokesman Tadashi Nishitani. “We’re trying to promote this as a health-supporting tool.” Wacoal plans to package the ex walker with a DVD explaining the correct way to walk while wearing the underwear. . . .
Wacoal hopes to sell a modest 600 million yen ($5.2 million) of the ex walker for both men and women for the fiscal year ending March 2010. The company says it expects the men’s version to sell more than the women’s.
While Wacoal is targeting middle-age men, other companies have been selling girdles to fashion-conscious younger men. The Japanese operation of Triumph International, a Swiss-based lingerie maker, launched a girdle for men two years ago, and it was soon featured in fashion magazines. The product was a minor hit among young men wearing slim pants, though sales have declined recently.

So, now they need a spokesmodel. I nominate: George Costanza, Joe Namath (a natural progression from the panty hose phase), or John Edwards.

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11 Responses

What we really need is Hanz And Franz here to pump these little girlie men up. When will this trend end from the pink clothing to undergarments? I say instead of buying girdles to lose wieght that we put down the chips, the donuts, the remote and the game controller. Get up off our arse and go live. This may do more than strapping on some article of lingerie. How long before the male teddie or does it already exist?

Ford Jones on December 28, 2007 at 4:42 pm

I don’t think so.

Pat on December 28, 2007 at 8:18 pm

Hey Debbie I have to disagree with you. It was George’s Father Frank who needed the “manssiere” in the Seinfeld episode this reminds everyone of. But I do agree it’s just as crazy!

OneIrishJew on December 28, 2007 at 11:42 pm

Gaak. Eye pollution with that posted photo…pass the Chlorox eye wash please.
BTW…. I recall man-girdles as far back as the early 1980′s ….saw them at Nautilus facilities on several dudes. Go figure.

Zoyadog on December 29, 2007 at 9:01 am

Hmmm, what’s worse? Having a little bit of a gut, just like millions of other average men or getting laughed at by a woman when you take your shirt off and she sees you’re wearing a girdle?
I should hit the gym more often…

louisvillaescusa on December 29, 2007 at 4:32 pm

Debbie, if you went to Japan, you’d realize that guys wearing girlie underwear is the LEAST of the trouble their with young men acting effeminate. At least a girdle is invisible to the outside world. Make-up is not unusual for college students and guys in their early 20′s, as is a wardrobe and hair style that makes their sex ambiguous.
I was once visiting a college campus there talking to a guy, and the only way I could tell that he was a guy was because he used a 1st-person pronoun that was exclusive to males (at least he didn’t start talking like a girl, too). The older Japanese guy I was with came out and asked him, “Are you male or female?” The kid should probably have taken that as a sign…

LibertarianBulbasaur on December 31, 2007 at 6:08 am

Male vanity is older than female vanity. Going back to Greek stuff, the men wore a chiton, a sort of a skirt, and they moved in such a way as to “flash.” Cod pieces (large penis shaped objects inside the crotch area of tight pants) were the absolute rage in the 15th thru 16th centuries. And then there were the fake leg calf muscles worn under the tight long stockings, and the fake butts worn under the tight pants. Men used to carry mirrors so they could stare at their images while prancing about town. Nothing new here. It’s back to the good ol’ daze.

Duke on December 31, 2007 at 10:49 am

Pure BLECCHHHH! As has been pointed out above, drop the donuts and MOVE! As the drill sergeants used to yell at us in basic training back in another lifetime…”GET OFF YOUR A$$ GET ON YOUR FEET!”
Somewhere back in that other lifetime, it was OK to be a MAN. And wear a jock. And sweat. And open a door for a lady w/o getting chewed out. Jeez…

Floyd R. Turbo on December 31, 2007 at 11:50 am

yup!! men should also wear girdles!!

miss panty girdle on October 21, 2010 at 5:52 am

Girdles are comfortable and good value for men

Jac on May 24, 2012 at 1:14 am

Wow. As a gay male of South Asian descent I’ve never been once offended by anything you’ve typed. You’re an evil hag but your opinion has always been immaterial to me.

But this. Noone insults my love handles. It’s on lady. You compare us to Sumos then prepare for a Sumo FIGHT!

Jeremy on September 20, 2012 at 6:12 am

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