Selfridges report growth in mens underwear sales

Is the recession finally over? Selfridges is experiencing an exciting growth in men's pants, the company has reported a year on year sales increase of 20 per cent.

In an interview with the Telegraph a spokesman for the store said that 'Underwear has become sexy, not just a necessity '. The current trend is for men to buy more fitted styles than previously, so those who used to wear boxers are now opting for trunks. Men who wore trunks have swapped to briefs. It's dominoed right down to a noticeable rise in thong and jockstrap sales - which are apparently popular with male models. Men are increasingly buying underwear to coordinate with their outfits and are now coming in to buy underwear for the weekend, something women have been doing for years.

They report that although white and black are still the most popular colours, men are far more experimental with their colour choices and are just as likely to pick out a pair in purple or neon green. Pink is the new staple colour for many brands.

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