Unlikely inventors Frank Costanza and Cosmo Kramer came up with the idea for a man's bra on Seinfeld. They got tripped up, though, over how to market it. Should it be called the Bro or the Man-ziere? If they'd stuck with it, their first line extension could've been the man girdle. That's where a company called Isathletics comes in, hawking T-shirts made of a spandex blend that promises to make the wearer look "one to three inches slimmer and well toned in seconds without diet or surgery." It's like a guy version of Spanx, intended to tuck in the belly and smooth over those love handles.
Nothing kinky here, though a quick Internet search reveals plenty of places to buy man corsets and frilly underthings—not that there's anything wrong with that. (Don't expect GuysInGirdles.com to scratch that itch, by the way). A number of marketers are also selling "concealer" shirts and microfiber bodysuits to create the illusion of fitness without the pesky gym workouts. Isathletics, based in Tempe, Ariz., is running testimonial-style TV ads for two versions of its shirts: tank and crew neck. They've neglected to pick a nifty mashup name like mirdle (for man girdle) for a product that aims to hide the lumps and bumps and get rid of those moobs (man boobs). Sounds like another sitcom episode in the making.
—Posted by T.L. Stanley