Some Taobao shops are cashing in on men who want their own silky lingerie. Photo: Li Hao/GT

An Australian brand’s mission peaks curiosity in China

When first putting on a bra, Liu Yihang, a 35-year-old Internet engineer living in Beijing, had complicated feelings of excitement, curiosity, and a little shame.

Liu bought himself a white, lacy bra and a matching camisole in December, 2014, on China's biggest online shopping website taobao.com, when he was purchasing sexy lingerie for his wife.

"I am heterosexual, and I am just mostly curious about what it's like to wear women's lingerie," said Liu. "There's no rule banning men from wearing this, so why can't we give ourselves a shot?" he said.

Liu said his desire was triggered after picking out bras and underwear for his wife. When he found out there were men's products with lace and silk, he decided to buy some to "experience how women feel."

"It is kind of weird, but also comfortable," Liu said. "But I only wear it at home. If my colleagues find me wearing this, it would be very embarrassing."

Shopping for sexy, lacy lingerie is no longer reserved for a woman's to-do list after Australian underwear brand, Homme Mystere started shaking things up in the underwear world with panties and bras specifically designed for men. The 7-year-old brand launched a new website exclusively for men's lingerie this month as demand grows all over the world, including in China.

While some might assume that men's lingerie markets its products to gay men, Brent Krause, founder of Homme Mystere, told The Sydney Morning Herald in a May news report that it was not something he considered when starting his men's lingerie line. According to the report, surveys of his customers indicated that about 90 percent of them are heterosexual.

China's local market is jumping on the trend as well. Taobao.com features about 10 shops that sell men's lingerie, including Fang Tang's. Fang said she sold more than 30 articles of men's lingerie, including bras, camisoles, and G-strings, in the last week, and the demand is increasing.

However, according to Fang, who has been in underwear industry for more than 8 years, there has been no big producer making men's lingerie in China, and her products were mostly made in small factories referring to foreign products' style in Australia and Japan. Fang's products are all priced at 79 yuan ($12.75), which is much cheaper than Chinese women's underwear, while Hommy Mystere products are a little higher, ranging from $18 to $52.

The light and soft materials and decorative, even exaggerated, details on men's lingerie is the core of the trend. The more feminine the products are, the more the men love them, Fang said.

"In my shop, the most exaggerated garments with the most lace are the best sellers," Fang said. "Simple ones do not suit men's desire to pursue something novel."

Leng Wenyu, a 30-year-old who purchased a blue lace bra and a camisole about two months ago through another taobao store, said he is especially attracted to the fabric.

"I am curious about how women feel wearing these, and I found that the feeling to have something supporting my chest all the time is great, especially because it is lace and silk, which is seldom used in men's underwear," he said.

But for men like 26-year-old Zhao Xiwang, cotton briefs or boxers will be enough. Zhao said he is confused by the trend and embarrassed on behalf of those who take part in it.

"I will never wear those things, for I can not see any necessity," Zhao said. "Although the rule that men do not wear girl stuff is unwritten, it is a rule."