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"It’s pretty much, look, I just make this stuff for guys and, yeah, we really don't care - guys girls, transgender, you know, straight, gay, whatever. "I don’t really think much about the gender thing," Krause said. Krause, who also wears the lingerie and is in a heterosexual relationship, told ATTN: that his customers' sexuality is irrelevant. "Most of them, the majority of them are married.We do have the gay community buy the product, I guess, but it’s not like it’s not like it’s a 'gay thing.'" "I think it’s 90 percent - the last time I had a look about visitors and customers - are heterosexual guys," Krause told ATTN. Since lingerie is generally considered a feminine product, men who choose to wear lingerie are breaking that traditional understanding of male identity and thus, choosing to be feminine.ĭespite overall stereotypes surrounding male lingerie, the majority of men who purchase the lingerie are straight and genuine fans of the look. Associate professor Catherine Bolzendahl at University of California, Irvine, previously told ATTN:, "masculinity is built in relation to feminity." In other words, if something is considered feminine then by nature, it cannot be masculine. Part of the taboo with men's lingerie has to do with society's narrow perception of masculinity. "It’s an uphill battle because everyone says, 'That’s ridiculous,' 'You can’t do that,' 'That’ll never work' or 'You’re wasting your time.' You’ve just got to block out the naysayers and just keep going, and that’s pretty much what we’ve done." "It’s like swimming through honey," Krause told ATTN. Homme Mystere - Stigma surrounding male lingerie?īut despite the success, Krause admits that he's had to overcome some major challenges. But at the request of his customers, he began producing bras, camisoles and more elaborate designs.Īlthough still in a niche market, his lingerie is sold in more than 30 countries - 50 percent of his sales come from the U.S., according to Krause. Originally, the business was just another source of income for Krause and his family and a way to give men a sexy alternative from the "boring" boxers and briefs. And I just thought well, why can’t we have a piece of that? I did like the lingerie look - like any guy does - and I just thought well, let’s just make something we can wear." And you walk through the women’s section and it’s all bright and colorful, you know, and it looks really good. "I’ve walked through a department store with my wife and you sort of get to the guy section and then it’s just the same old, same old. "It hasn’t really been done before, and I like the look," Krause told ATTN: in a phone interview.

Homme Mystere's founder Brent Krause launched the business nearly eight years ago with the idea to make something a bit more "exotic" for men to wear. And for those who want something a bit more raunchy, they can take home C-strings, peek-a-poo bras, and a crotch-less thong. There, men can have their pick from a range of colorful G-strings, bras, panties, stockings, lacy thongs, and matching camisoles. One of the places supplying this new demand is Homme Mystere, an Australian retailer that designs lingerie custom made to fit men's bodies. But in recent years, retailers from across the world have designed lingerie tailored for men. The lacy, frilly underwear is traditionally a stamp of women's intimate apparel.