Recognising that not all men share the same body shape and taking note of the rise in demand for better fitting, comfortable underwear, the company developed the £33 concept, which they say takes the whole of the man's behind into account

If Kim Kardashian has proven anything, it’s that big bums are big business, caused she single handedly brought big butts back.

Kim, who was officially crowned ‘world’s best bottom’, sparked a new trend for ‘bacials’ – that’s bottom facials – and caused a 45 per cent increase in bottom enhancing procedures over the last 12 months.  I’m sure doctors and fashion designers are very thankful to her. 

D.HEDRAL – the underwear brand formerly fronted by rugby player and model Thom Evans – has created a collection of pants to boost a man’s behind. The lightweight seamless Italian cotton microfiber fabric promises to create a figure-hugging second skin. Unlike traditional underwear, which only accounts for waistline measurements, the brand say its briefs take the full spectrum of the bottom into account.  Hmm… would you buy, to the guys out. Any of ya’ll want a big butt? Don’t be shy lol.

Unlike traditional underwear, which only accounts for waistline measurements, the brand say its briefs take the full spectrum of the bottom into account

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