Want to hide that belly? Then follow the league of the thousands of American men, who're camouflaging their potbellies with the latest underwear craze - a male 'Girdle'.
Nash Abi, owner of slimming undies by US firm Underworks, said that men's compression garments are an overlooked niche in the marketplace.
"Men's compression garments are an overlooked niche in the marketplace," The Sun quoted Abi, as saying.
"And few men will go into a regular store and ask for a 'girdle' - much less try one on.
"Our website gives them the privacy they need to search for, select and purchase items," he added.
Market researchers Mintel said sales of male underwear were worth about 683million pounds.