A boutique which opens in Brighton tonight is said to be Britain's first designer underwear store for men.
With all kinds of boxer shorts, posing pouches and even frilly camouflaged novelties for sale, owner Peter Dudley is hoping it becomes the place, or lace, to be for men's knicker needs.
Peter, 32, said some of the items were not for the faint-hearted but there were plenty of less unusual undies.
He said: "I want to change the way people buy pants by having them on display instead of hidden in boxes.
"We have 100 per cent silk pants, which are the world's finest, and everything from about £45 down to £8 or £9.
"We sell all the normal stuff because we want this to be a one-stop shop for guys to buy underwear.
"It's also a place where women can buy their men things.
"I used to model underwear myself so it's a bit of a turn-around to actually sell it now."
Many of the pants on sale are exclusive to Brief and include bizarre creations by London fashion house Buttress & Snatch.
A lurid blue number with pink lace trim and a Glam motif has already drawn admiring glances.
Peter said these outlandish undergarments could easily double up as club wear.
Also enjoying an official opening is Brief's sister shop She Said, two doors along Ship Street Gardens. Although it opened earlier this year, it vacated its previous premises, allowing Brief to fill the space.
Peter's partner Nic Ramsey 32, said: "Since we opened She Said, our customers have asked why only women get to shop in gorgeous environments and buy sexy underwear."
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