His underwear is no longer just underwear. It has evolved to a new level and become an integral part of his sex appeal. No wonder these days there seems to be a considerable demand for men's bikini style underwears as most men have become highly conscious about the design of underwear they are wearing. Reason -- women like to see their man wearing something sexy and also it's a part of the evolving metrosexual culture. 

 

Levi's Innerwear has taken into consideration this need for men to look sexy in bed and have created innovative designs for the same. As Vipin Labroo, CEO, Gentex, India Licensee for Levi'sInnerwear, puts it, "Innerwear has become an indulgent style accessory as much as any other category. Men today look to express themselves through their innerwear choices, as much as they would through their jeans, footwear, watches and others. Men are looking for inners to complement their mood, special occasions and intimate moments."

Shop owner of Diamonds lingerie at Colaba causeway says, "People want different deigns for special days such as marriage anniversaries or a girlfriend's birthday. No one tells this upfront, but it's usually understandable when they spend a lot of time picking a design. Bikini, thongs and g-strings are among the popular designs. Once, there was a firangi male couple who wanted to buy fishnet bikinis for themselves. However, we usually don't stock them in India as the demand is very low," says the owner.

Pallav Mehta, senior art director with an advertising agency, prefers sleek cut underwears with a broad strap. He is very particular about the kind of underwear he wears and loves to experiment with new designs. "If you are going to spend the night with somebody special, it's always at the back of your mind how are you going to look wearing that underwear. Moreover it's always sexy to roam about in the room wearing a stylish design," says Pallav. "Couple of years back Playboy had launched a set of colourful underwears in India. The underwears didn't have a broad strap but I still bought it because it had the trademark Playboy Bunny inscribed on it which is such a huge sex symbol worldwide. Interestingly my girlfriend just loved it," Pallav adds.

Women too prefer their men wearing a sexy looking innerwear. "Men want to see their women in sexy lingerie. The same goes for women. Shabby, dirty and torn underwears are a big put off," says Sonali Raut, journalist. "How well a man can carry off a design, depends a lot on the body type. But a good design definitely goes a long was in enhancing a man's sex appeal," says stylist Niharika Khan.

Bikini style underwear of brands such as Jockey, Chromosome, Levi's, Benetton and Tommy Hilfiger cost between Rs 250-500.

 

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