Control knickers have become a commonplace in the wardrobe of many women, but now, men will be able to reap the benefit of the slimming garments for the first time.
Marks and Spencer are launching a range called Bodymax, which will help men to hide their bulges and show off a slimmer shape.
Its first ever range of shapewear for males is designed to flatten and shape the torso using shaped seams and a hidden support panel.
M andS said trials conducted on the "corset" range reported a reduction in waist measurements of up to 1.5in.
Made from fine stretch cotton, the range comprises a vest and T-shirt style and is available in black and white, a spokesman said.
Priced at 12 pounds for the vest, the range will hit stores on January 7.
"Men are becoming more conscious of their appearance," the Scotsman quoted Dave Binns, head of buying for men's underwear, as saying.
"Our Bodymax range has been designed in response to this, giving men a quick-fix solution for those lumps and bumps in the same way that shapewear does for women.
"I predict that in a few years' time, shapewear will be as much of an essential in men's wardrobes as ties and socks," he added.