Spanx has received its fair share of praise and parody—and competition. But until recently, the focus has been on women and their loyalty to the popular shapewear product.

Now Spanx and other shapewear companies have set their sights on the men’s market—with similar results.

The New York Times recently profiled the burgeoning category and late-night talk-show host Jimmy Kimmel was waaay ahead of the trend with a parody in which the host presided over a celebrity-packed “Handsome Men’s Club.”

A handful of retailers have been carving a niche for themselves in men’s fashion underwear, and men’s shapewear seems to be a logical next step. But the market is not without its challenges.

Back in February, our own Rhea Cortado talked with a few retailers who have found a market for men’s fashion underwear. They offered some advice (and colorful commentary) for other store owners looking to add men’s underwear to their merchandise mix.

Published on June 1, 2010 at–its_whats_inside_that_counts.html