FOR blokes who would rather drink a six-pack than build one comes the latest in belly trimming technology - the man girdle.
Known as "mirdles", corsets for men are hitting the market faster than you can say love handle.
London department store Marks & Spencer is hoping to cash in on this latest craze with their new Bodymax shapewear range.
The stretch cotton vest and T-shirt are said to reduce waistlines by up to 4cm and will be available in 70 stores across England and online from January 7.
Marks & Spencer is following in the footsteps of Australian company Equmen, which has sold compression garments in Europe and North America since 2007.
While the Equmen range is yet to hit Australian department stores, it is available from boutiques in New South Wales.
Lisa Tarei said she has sold nine of the garments from her Just For Him store since Christmas.
"My husband tried it on and he had to tighten the belt on his pants by two notches," Ms Tarei said.
She said the mirdle was geared to metrosexuals, not "everyday labourers".
But a spokesman for Sydney-based underwear company aussieBums said "the typical Aussie male is pretty open-minded and more are embracing body-enhancing garments".
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