The inside joke? Spanx for Men has been a huge retail hit.
“We are selling them as quickly as Spanx can make them,” said Nickelson Wooster, the men’s fashion director at Neiman Marcus, which was until recently the only department store carrying them. (This month Spanx for Men arrived in Bloomingdale’s, Saks Fifth Avenue and Nordstrom, and at Web sites like freshpair.com.) “Men may not be talking about it, but they’re buying it.”
Men’s “shapewear” is “the next big thing,” declared Michael Kleinmann, the president of Freshpair, which sells underwear to both sexes. Already, compression garments from brands like Equmen and Sculptees, to name two, have been selling briskly.
Eighteen months ago, when Freshpair got Equmen’s compression T-shirts, “we sold out,” Mr. Kleinmann said. Men’s torso-enhancing T-shirts are part of a revolution in men’s underwear that has been taking place over the last decade, he said. Another popular but hush-hush product is profile-enhancing underwear, which he called “the equivalent of a push-up bra” for men.
The success of Equmen, an Australian label, is one reason department stores and online retailers have been eagerly awaiting Spanx for Men. At Saks Fifth Avenue, Equmen has been sold for less than a year and has already become one of the store’s best-selling underwear, said Eric Jennings, vice president for men’s fashion at Saks.
“It’s pretty remarkable,” Mr. Jennings said, adding that Equmen is neck and neck with better-known brands like Hugo Boss and 2(x)ist. Its robust sales are even more remarkable considering that Equmen isn’t cheap: tanks are $89, T-shirts up to $109. By contrast, Spanx’s men’s undershirts go for $58, its tanks for $55. The body-sculpturing tops from Ript Fusion are $58 to $62.
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