Last November, we featured the AussieBum Wonderjock, a range of men's swimwear designed to “lift and promote†- even when the water is chilly - has been unveiled in Australia.
Local lads label aussieBum has already sold more than 250,000 pairs of its Wonderjock underwear - which features a special posing pouch - and is expecting even bigger things from its swimmers.
“Size really does matter to the modern man, and I think swimwear is where this technology is really needed,'' aussieBum founder Sean Ashby explained.
“When you walk out of cold water, everything gets sucked up into no- man'sland. This makes the most of what's still there.''
Wonderjocks became available on aussieBum's website only last week, but more than 2000 pairs a day are already being sold - at AUD$32.95 each.
“The Wonderjock was originally done as a bit of a joke after someone said to us, 'Could you do something that makes me look a bit larger?' but it just took off,'' Mr Ashby said.
“Basically, the Wonderjock does for men what the Wonderbra does for women: it lifts and promotes.''
Wonderjock underwear has been an international success story since its launch in November last year and has been snapped up by stars including Ewan McGregor.
“We found out Ewan was buying them only because he made such a huge order and we had to do a credit check,'' Mr Ashby said.
Wonderbra of Men's Swimwear (Follow-up)
AussieBum Sells 250,000 Wonderjocks
Trend Themes
1. Enhancing Male Physique - Opportunities for industry players to develop more innovative designs that highlight the male physique and cater to body insecurities.
2. Technology-integrated Apparel - Potential to incorporate advanced technologies, such as sensors and smart fabrics, to make functional and comfortable swimwear for men.
3. Gender-neutral Swimwear - Emerging trend where swimwear brands can modify styles to be inclusive of all body types and genders.
Industry Implications
1. Swimwear - Opportunities for swimwear industry players to create more fashionable and innovative designs geared towards addressing body insecurities and enhancing the male physique.
2. Fashion - Potential for the fashion industry to explore more innovative designs of swimwear to cater to the increasing trend of male body positivity and offer customization options.
3. Textile Manufacturing - Emerging trend towards textile manufacturers creating fabrics that incorporate advanced technologies, which can be use in swimwear products to offer better comfort, durability, and functionality.