SYDNEY - Underpants touted as the men's equivalent to the Wonderbra have become an instant hot seller.
Australian underwear company aussieBum has released its Patriot range of undies for men wanting to make their package look bigger.
"It basically lifts, separates and extends," said aussieBum founder Sean Ashby.
"This design uses all of the natural assets of the person, whether they be big, small or indifferent."
The underwear features a "wondercup", a pouch used to "separate and stop squashing".
The range was launched last week and already the company has sold more than 50,000 pairs in Australia and overseas.
Ashby said the design had attracted a lot of interest in the United States and Europe.
Locally, the design will feature in a major advertising campaign, including a billboard on Sydney's busy arterial highway, Parramatta Rd.
"We know that the billboard is going to cause a bit of attention and controversy," said Ashby.
The marketing campaign features the slogan: "The new 'wondercup' technology in these attention-grabbing, all-cotton Patriot briefs will have you seriously looking bigger and feeling amazing."
AussieBum is manufactured in Australia with the business run out of the company's headquarters in the inner west Sydney suburb of Leichhardt.
The brand is sold in some of the biggest department stores in the world including Selfridges and KaDeWe and is distributed to more than 70 countries via internet sales. In Australia, aussieBum is sold mostly over the internet with the exception of one store in Byron Bay.
