Melbourne, July 19 : English professional footballer David Beckham has sent sales of tight briefs going sky-high after he was featured in a racy advertisement wearing them.
David Tomkinson, founder of men's underwear label DT Clothing, revealed that sales of the brand's briefs and tight trunks rose by at least 15 per cent ever since images of Beckham bulging in a pair of Emporio Armani briefs hit the streets.
Tomkinson further stated that skinny jeans and tight trousers plus Beckham in the tight briefs have totally driven boxer shorts out of business.
"You can't wear boxers under skinny jeans unless you want to look like you're wearing a nappy underneath," News.com.au quoted him as saying.
"They aren't really cool when it comes to fashion - they're more for sleeping in or hanging around the house," he said.
He also said that Australian guys had shied away from closer-fitting underwear because it contradicted the "whole macho guy image" - until now.
"More guys are becoming open to fashion trends and styles," he stated.
Chris Miles, divisional manager of men's underwear at Bonds, said sales of the brand's Guy Front Trunk had increased by more than 20 per cent and credits Queensland's former tennis ace Pat Rafter for it.
"It's a more close fitting trunk," Miles said.
"There's a lot more men in stores buying their own underwear and they're a lot more interested in what they're buying," he added.
Daniel Miljkovic, designer for Brisbane men's underwear brand Obviously, said it was important that tight underwear allowed for "room to move".
Mr Miljkovic said Obviously's underwear was more revealing than most men's briefs but also more comfortable, because it had a built-in pouch of stretchy fabric at the front.
"Based on the feedback we've had from retailers and customers, (men are) looking for more low-rise and risque underwear," Miljkovic said.
"Five years ago, you wouldn't have been able to get away with a shot like the Beckham shot, but that smaller, tighter-fitting design, which shows more of the package, is becoming more accepted," he added.