Australian company HommeMystere specializes in sexy lingerie for men. The idea of guys wearing lace underwear, silk bralettes and G-strings may seem strange or funny to a lot of people, but apparently the undergarments are in such high demand that the company has had to expand online just to keep up with incoming orders.
HommeMystere has been around since 2008; its co-founders Brent and Laura Krause started designing men’s lingerie when they realised that men who wanted to dump their boring boxers were forced to shop at women’s stores. So they wanted to give men the option of buying sexy underwear that’s designed with the male form in mind.
Their idea turned out to be a big hit, and the small hobby-sized business soon grew to epic proportions. Today, HommeMystere is a global online store that serves a wide range of clients from over 30 countries, including Canada, America, and Russia.
The unorthodox undergarments from HommeMystere include pink lace teddy’s, sexy red G-strings, silk lined bralettes, garter belts, stockings, and they’re all set to release eight new styles this year. Although their latest ad campaign features a muscular man wearing the designs and posing with a woman, consumers seem to believe that the line targets the gay community. However the company has stated that their designs are for all men irrespective of sexuality.
“Our goal has always been to offer an alternative style of underwear for men, based on their physique rather than their sexuality,” the company’s website reveals. “We are not concerned if you are gay, straight, vegetarian, republican, anglican, martian or any other persuasion. We just design and manufacture attractive luxury underwear for men.”
“Men’s lingerie sits in an undefined territory deemed ‘not exciting enough’ for adult stores and ‘too confronting’ for mainstream retail stores,” the website adds. They believe that their typical customer is male, married, over 40 years of age, and has impeccable taste in underwear but “does not need to show it off to others.” Interestingly, a survey of HommeMystere customers conducted by a website called Fusion revealed that more than 90 percent of the respondents were heterosexual!
Brent Krauser, himself a HommeMystere lingerie wearer, hopes his company can continue to fight current stereotypes that dictate what men can and can’t wear.
Photos: HommeMystere
