Oh no! Men are about to win the right to wear lingerie

By itself, this Australian brand appeared far from yesterday: its creators Brent and Lara Kraus opened the brand in 2008, complaining that men's sexy underwear does not have a niche in the market: for sex shops it looks too boring, and for ordinary stores - too provocative. From that moment on, the idea began to develop, and collections of red strings, pink nightgowns with ruffles, silk bras and stockings were sold throughout Australia, and since May 2015, Homme Mystere expanded its delivery to 30 more countries (Russia on the list!) And at the same time a good " pophumeli "in the press with the hope of expanding the consumer turnover. In order not to scare potential customers and position themselves as a brand of underwear exclusively for sexual minorities, Homme Mystere was not even too lazy to conduct a marketing research and found out that in Australia 90% of their customers are heterosexual men."Our potential buyer is a married man aged a little over 40 years old, with a delicate taste and a passion for luxurious things who want something new and exciting," the manufacturers of men's underwear comment on the study.

Oh no! Men are about to win the right to wear lingerie

It's funny that one of the British publications, analyzing the expansion of linen innovation for men from Homme Mystere from Australia to Europe, remembered about our country and brought the words of one of the Russian politicians (anonymous!) That the victory of Conchita Wurst at last year's Eurovision Song Contest means the decline of Europe, where everyone is crazy and no longer divide people into women and men. Despite the too arrogant tone of an unknown politician, the latter is indeed partly true, but does not look completely insane. The overcoming feminism in Europe is fighting for equality: for men to be sentimental, and women strong, for the fact that boys and girls are not explained from the childhood that the former should be smart, and the latter - just beautiful, and also for the fact that biological differences, such as the possibility of having children, do not automatically lead to social inequality, namely, to lifelong “obliging” these children to be brought up alone.And as you might guess, lace thongs and stockings have to this only an indirect relationship.

Oh no! Men are about to win the right to wear lingerie

In fact, all this noise around men's underwear is not a reason to buy a corset for your boyfriend and push up for sex games, but at least a reason to think about how gender inequality affects the underwear we wear. The author of the British online magazine UNILAD, Alex Bentley, for example, was firmly opposed to lace underwear and strings for men, because he himself, according to his stories, cannot withstand even one working day in narrow and chafing male boxers who are small to him. Next time, when you will feel uncomfortable at the computer in “lace strings”, recall Alex's words and finally choose the comfort of sexuality, and as for the gift for a boyfriend, if he falls into the category of dadbod, then hint to him a new collection of men's underwear La Perla, where there are now slimming panties for the outlined beer belly. And then it turns out that it's not at all scary, if women are a little smarter, and men are a little more beautiful.



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