(
)
Shapewear for men? It’s no longer a laughing matter.
A chic men’s underwear label is looking to pinch the waists of its clientele, boost their buttocks, and yes — raise the profile of their packages.
New York-based 2(x)ist, a 20-year-old brand whose waistbands have attracted celebs as diverse as Justin Timberlake, Amar’e Stoudemire and Mickey Rourke, has launched a line of undergarments for men that is flying off the shelves.
The stylish, comfy designs are a big improvement on the clinical contraptions that have long littered drugstores and late-night TV ads, according to 2(x)ist (pronounced “to exist”).
“Our president brought the idea up to me about two years ago and my initial reaction was, ‘I don’t want to be part of it,’ ” admits creative director Jason Scarlatti. “They looked like torture devices to me.”
But just as Atlanta-based Spanx has minted millions in profits by replacing girdles with strategic swatches of Lycra, 2(x)ist sees “an opportunity in the market to provide something fashionable and comfortable” for men, Scarlatti says.
A version of a square-cut tank top that has been favored by rapper 50 Cent features a “hidden inner compression lining” that lends “a super tapered fit,” according to operating chief Douglas Weiss.
Likewise, 2(x)ist offers briefs and trunks fitted with a 6-inch-wide waistband to minimize spare tires and improve posture. Farther below, a wide, easy-breathing band of 90-percent cotton lifts the rear while the company’s signature “contour pouch” handles the job up front.
For those seeking a more dramatic effect up front, a niche line called “Maximize” hoists the male anatomy even farther.
Heading into Father’s Day, demand for 2(x)ist shapewear has more than tripled at outlets including Saks Fifth Avenue and Macy’s, and could account for between 10 percent and 15 percent of Father’s Day sales, says Weiss. james.covert@nypost.com