M&S launches ‘secret support’ pants that offer men a ‘subtle lift’

Retailer says underwear that could become male equivalent of push-up bra is intended to ‘help men feel their most confident’

For men who lament the decline of the codpiece, or who lack confidence at the office when their pants are not pushing up their genitals all day, Marks & Spencer is riding to the rescue.

The retailer, the UK market leader in selling underwear, has launched what could be considered the male equivalent of the push-up bra.

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G-strings in the mist: ‘You wouldn’t expect Jane Goodall to be fronting a campaign for underwear’

Renowned primatologist ‘had a laugh’ at the idea she’d be surrounded by models wearing Australian bamboo fabric brand Boody

Underwear-clad models stand in a rainforest, surrounded by ferns. Sunlight shines through the morning mist. “Humans,” intones renowned primatologist Dr Jane Goodall. “What unusual animals we are.”

As the camera pans over a closeup shot of a male model’s boxer briefs, the world’s foremost expert on chimpanzees says, “It’s a big job making our world a better place, but getting started? Well, that’s as easy as changing your underwear.”

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