There's something wonderfully sweet about marketing firms' attempts to sell us men's girdles (though you shouldn't call them that). The problem is, super fit slim guys are not really the main buyers, we reckon. It's the bigger boys who've realized that it's summer and time for the beach, and well, where did that gut come from?
We first saw them in 1992, in Lethal Weapon, with Murtaugh (Danny Glover), defending his to Riggs (Mel Gibson): "It's not a woman's girdle, it's a man's girdle."
"They makes girdles for men?"
"Yeah, they make girdles for men!"
"They do, huh?"
Well, advertising has gotten a little slicker, and this effort from Equmen is in equal parts sexy and ridiculous. Ok, not equal parts - maybe 20/80. And the trick here is it's not a girdle you put under something, it's a really, really tight elasticated vest. But way cleverer than that -- in fact, by the time the hunky guys in the ad strip down, somehow their bodies have become ripped and thin - now that's
worth the price.