Fashion Underwear for Men: Dudes Undies

Men’s fashion has hitting a new high when the first range of control pants for men hits the shops.

The pants are being released in the wake of the new male leggings, or “meggings”, which featured in Alexander McQueen’s Autumn/Winter 2009/10 collection.

Being launched in Selfridges on August 8, the pants, by Australian company Equmen, which will cost about £35, promise to support posture and gait, streamline and define and control temperature and moisture, thanks to their Helix-Mapping athletic support technology.

The market for men’s shapewear already exists, with Selfridges stocking Equmen’s Core Precision Undershirt which claims to improve posture and visibly streamline and slim the wearer.

With jeans getting skinnier and celebrities such as Russell Brand and Noel Fielding already wearing “meggings”, could control pants become man’s new best friend?

Herald fashion columnist Elizabeth McMeekin said: “Men’s fashion has been getting more body-conscious and meggings are the most extreme example of this. Of course, whether any men will actually decide to wear this trend is another matter.

“They might sound ridiculous, and they’re certainly not cheap, but they are designed to make clothes fit better.”

Kevin Stewart, spokesman for Harvey Nichols in Edinburgh, which is expecting the “meggings” in store soon, said: “Over the past few years men’s fashion has been created to flatter, exaggerate and complement the masculine form. Now the classic image of broad shoulders, narrow waist and height portrays a strong, athletic and masculine man. Many designers have pushed it to the extreme by creating barely-there outfits that blatantly exploit the desirable elements of the male body.”