Men's push-up underwear: the British promise a "spirit boost," like in the good old days (5 photos)

In a world where women have been enjoying the push-up effect of bras for decades, the British have finally decided it's time to give men a similar boost.





Local retailer Marks & Spencer, the king of underwear in the United Kingdom, rolled out its "Secret Support" collection on October 31, 2025. These are men's boxer briefs with a clever internal pocket that supposedly provides a "subtle lift" and a "reinforced fit." The manufacturer claims that these briefs don't just support, but also give you "greater confidence" in public, especially at the office or on a date, where every centimeter counts.



Imagine: you put on these boxers, and suddenly your "treasure chest" takes on a new dimension: not as crude as a medieval codpiece, but refined, "almost invisible."





The manufacturer is positioning the new product as a revolution for those who are "self-conscious about their size" (or simply want to look like a superhero in tights). A set of three pairs costs around £30. Checkmate for the girls, as some joke online.

Of course, there's a laugh: memes are already circulating on Twitter about "underwear for those who want to be James Bond in bed but look like Mr. Bean." One user wrote: "M&S has decided that British men need a booster as much as the post-Brexit economy."



And this isn't the first such idea. Brands like Vocla and Andrew Christian have long offered "lifting" with U-shaped inserts or removable pads. Fashion experts at The Guardian quipped: "Finally, an era when men can 'lift' more than just their ties."



Now the question: is this a step towards equality or just clever marketing for those looking for a "lift" in life?

The moment when push-up bra memes reached a new level.