Lululemon might be known for its yoga wear for women, but with plans of expanding its menswear line, it has launched “anti-ball crushing” trousers for men who feel constrained in the crotch.
The popular fitness and lifestyle brand invented the ABC Pant, described on its website as the item that “gives you and the family jewels room to breathe”. They boast a wide panelled gusset and four-way stretch “sweat-wicking” Warpstreme fabric, making them “commute, travel and sweat ready”. Yes, "sweat ready".
The trousers are slim-fit style and come in a range of colours including black, khaki and grey, and in a range of sizes from 30 to 40, but despite the hefty price tag of £188, they’re proving popular with almost all sizes having sold out online and all styles currently out of stock on the US website.
Male costumers seem pleased, with online reviews highlighting positive features.
Lenny Revis, who gives them five stars, credited the trousers to his performance at a golf practice. “I hit the links with my fresh ABC pants. Never have I ever felt so good… I felt like a million bucks… and the way I played – should have won a million bucks,” he wrote.
Another happy customer added: “Got the grey initially and was pretty satisfied. I would say there was reduced ball crushing, but they are still pretty snug in the thighs and crotch.”
According to CBC, the popularity of the trousers has seen a 16% increase in sales of the brand.
“We saw continued success with our pant category anchored by the popularity of our core ABC pant,” CEO Laurent Potdevin said.
Also, Lululemon’s CFO Stuart Haselden told Bloomberg the ABC pants were just the beginning for the sportsbrand’s ballsy menswear strategy, which is clearly focusing on a very specific area of men’s comfort.
“We’re seeing the potential for expanded store footprints, particularly as we have a growing men’s business – we’re now working to ensure that we’re presenting that in the strongest manner and making sure we have enough space to accommodate the experiences in a high-quality way,” he said.
In America, ABC shorts are also available and with spring fast approaching, UK costumers can only hope for them to land in the country as well.
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