Turns lingerie china out, women aren’t the only ones obsessed with their undergarments.
The typical Homme Mystere client is a married man, 40 or older. Australian lingerie company tailored just for men that first launched in 2008, is experiencing a surge in popularity since launching as an online retailer in March.
“Men’s lingerie sits in an undefined territory deemed ‘not exciting enough’ for adult stores and ‘too confronting’ for mainstream retail stores,” explains the HommeMystere website.
The company was founded by Australian couple Brent and Lara Krause, after Brent was unable to locate an affordable underwear option for men other than standard white cotton briefs.
But HommeMystere offers much more than lace-trimmed boxer briefs. Men can also invest in garter belts, stockings and even bras — or, as Frank Costanza would call them, “manssieres.”
Forty percent of HommeMystere’s business comes from the US.hommemystere/REX ShutterstockThe Krauses began HommeMystere as a small, hobby-size operation, creating pieces that look and feel like women’s lingerie but designed to fit the male body. The couple now has customers from more than 30 countries around the globe, with more than 40 percent of the site’s sales in the US.
The typical HommeMystere customer is described as male, married and older than 40 — and his taste is impeccable. “He has discerning taste in underwear and wants luxury garments, but does not need to show it off to others. He wants something new and exciting to buy, and usually has the disposable income to make that purchase,” the site explains.
In celebration of its online expansion, HommeMystere is releasing eight new styles on its site throughout the year, including the recent Monique and Genevieve styles.
HommeMystere currently boasts clientele from more than 30 countries around the world.hommemystere/REX Shutterstock
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