Last November, we featured the AussieBum Wonderjock, a range of men's swimwear designed to â€œlift and promoteâ€ - 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.
â€œSize really does matter to the modern man, and I think swimwear is where this technology is really needed,'' aussieBum founder Sean Ashby explained.
â€œWhen 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.
â€œThe 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.
â€œBasically, 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.
â€œWe 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.