earsucker

Robert Pattinson has inspired Marks and Spencer to create an underwear line aimed at fans of Edward Cullen.

The Guardian reports:

Dubbed the R-Pant, the low-rise briefs and trunks are designed to be worn under skinny jeans and trousers, a look popularized by the likes of Russell Brand and Mark Ronson, two celebrities the chain cites as design influences.

Despite widely reported criticism by Jeremy Paxman in 2008 when the Newsnight presenter claimed “their pants no longer provide adequate support”, one in four UK men still wear M&S pants, according to the retailer.

The R-Pant launch is a thinly-veiled marketing strategy designed to appeal to a younger audience and to sex-up its underwear range. “Over the last three years we’ve seen an increase in the popularity of hipsters,” says Richard Beale, head of merchandising. “The new range is designed to appeal to a younger, fashion-savvy customer.”

Olie Arnold, style director of Men’s Health, believes there is a market for lower-rise pants. “I hate seeing the waistbands of men’s pants poking out of the top of their jeans,” he said. He questioned whether M&S was the right target market. “Do M&S really even sell skinny jeans? Maybe lots of women will buy them for their husbands and boyfriends, though.”

Ladies, do you want to see your man sporting the R Pant?

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