The Marks & Spencer (M&S) brand has launched a new line of men's underwear called "Secret Support" - boxer dressers that provide "Slight support and improved fit" thanks to a special inner pocket and its elastic design. The product is marketed as a men's counterpart to a push-up buffer, offering a "two-inch lift" for greater self-confidence. The collection was launched on October 31, 2025, and is already available in M&S stores and online, priced at £28 for a pack of three pairs (approximately 35 euros).
M&S Men's Wear Director Mitch Hughes emphasized in comments to The Guardian and The Sun: "It's about helping men feel as confident as possible. Boxers provide a slim lift and improved fit thanks to a smart, discreet design." The lingerie is made of soft modal fiber with the addition of Supima cotton, has an elastic elastic band with Autograph monogram (premium M&S line) and promises comfort "for the whole day". According to Hughes, this is an evolution in men's underwear, where the focus used to be solely on comfort, but is now on fit and support, just like in women's underwear.
On the Internet, the novelty caused a wave of discussion and humor: many compare boxers with the codpiece of King Henry VIII - the same historical "protection" of the XV-XVI centuries, which emphasized masculinity and was even used as a "weapon" to cause envy among rivals.
The Guardian explicitly states: "For those who mourn the decline of codpieces, this can be a salvation". And in response to Kim Kardashian's provocative novelties (her brand Skims recently released lingerie with imitation pubic hair and a "nipple bra"), M&S is seen as a "male counterargument" — modest but effective. The influencers who launched the line, Tom Sheaard and Stanley Drew, added some spice: Sheaard wrote on Instagram: "It's like a little boost for boys - comfort, form and confidence in one boxer! Don't pretend, but imagine yourself", and Dru joked: "Comfortable, supportive, confidence-boosting – and no one will know it's not all yours 😉".
M&S, the leader in the lingerie market in the UK (one in five men buys lingerie from them), emphasizes the focus on well-being: "Size is not the main thing, confidence is."
0 comments
Enter your email — we’ll send you a one-time code. No passwords or accounts.
Code sent to
If the email doesn't appear in your inbox within a few minutes, check your spam, junk, or promotions folder, as some email services may mistakenly place automated messages there