In Japan, colorful bras and frilly knickers - all for men

The underwear is meant to make men feel 'more gentle' 

“Since we launched the men's bra, we've been getting feedback from customers saying, 'Wow, we'd been waiting for this for such a long time”

Akiko Okunomiya, executive director of Wish Room

in Japan, fashion designers have created a new range of sexy garments for men set to arrive in stores in February.

Company Wish Room, who have been making the underwear since 2008, said they want me to have the chance to 'enjoy the same kind of soft, luxurious undergarments that women are used to'.

The range is designed directly for men with special fits for larger frames and the bras have dropped the padding to give men an easy fit without it feeling "unnatural".

More here.