EQUMEN Shapewear
Men’s body-shaping market heats up as
mainstream brands tighten belts
LONDON Jan 5th, 2010
Men’s body shaping products a fad? Based on the latest news from British underwear stalwart Marks & Spencer, it seems the “male girdle” may become a real wardrobe staple for the male consumer. Just last week, M&S announced it is launching a shirt for men who would rather drink a six pack than build one.
M&S is following in the footsteps of company Equmen, which met great success with the launch of its posture-improving compression garments at Selfridges in early 2009. Now recognized globally as the leader in shapewear for men, the Equmen products have since formed a loyal consumer base and worldwide distribution thanks to their patented, health-improving design based on sportswear engineering and fabrics.
“We closely researched men’s needs before launching the Equmen range,” says Managing Director Gavin Jones. “Applying sports and physiotherapist insights to the everyday guy, we were able to engineer an essential daily undergarment – one that improves posture, reduces back pain, and slims up to 5 cm off the waist.”
Selfridges was the first retailer in the world to carry men’s shapewear. “With the rapid growth in slimmer styles and the grooming segment, Equmen really filled a need gap in men’s underwear,” says Mithum Ramanandi, Menswear Buyer. “Our customers love the shirts and will often come back to buy one for every day of the week.”
Also picked up by luxury retailers such as Saks Fifth Avenue, Holt Renfrew, Brown Thomas, and David Jones, the Equmen products have quickly reached men worldwide.
“The Core Precision Undershirt is just the beginning,” says Gavin Jones, “We are continuing to innovate with new products that will give the everyday guy that instant pick me up.”
HELIX-MAPPING™ BODY RESPONSE TECHNOLOGY :
Developed in conjunction with physiotherapists, ergonomic consultants and athletic garment engineers, EQUMEN™ HELIX-MAPPING™ is a unique body-mapping system that builds physio taping techniques into every garment to reinforce and support the body's natural structure from the core. Crisscrossing the upper and lower back, compression on the shirt gently pulls the shoulders back to support an upright posture.
The HELIX-MAPPING™ system is built in using seamless manufacturing technology. This allows for a more comfortable, better fitting garment that will adjust to your unique body shape without rubbing or chafing.
BENEFITS :
Back Pain :
"My back pain has all but disappeared" – Nigel Barnes, London
According to the American Chiropractic Association, as many as 80% of the population will experience a back problem at some time in their lives. For men, back pain can be the result of poor ergonomics, athletic injuries, or labour intensive activities. The onset of pain is most common between the ages of 30 and 50 years old.
The Equmen Core Precision Undershirt can be a highly effective tool in your efforts to prevent back pain
Posture :
"The garments definitely help with postural support" – Kevin Lidlow, Phyiotherapist
Good posture is key to feeling your best every day, both physically and psychologically. One of the best benefits about improving posture is that the results are immediates. With many of the other lifestyle elements, such as diet or exercise, there is a lag between the time when the exercise is performed or diet is embarked upon, and the results. However, with posture you can realize the benefits right away.
The Equmen Core Precision Undershirt gently pulls the shoulders back while compressing the core. Targeted ventilation maximises breathability. Moisture-wicking action keeps you dry
Core Stability :
"It is a great tool for those of you who want more support in the core area" – Steve Halsell
A solid core can help everyone, from the man who sits at a desk all day to professional athletes. A stable core allows you to maintain a solid foundation and transfers energy from the center of the body out to the limbs.
Streamline :
"I feel tall and upright… and like the confidence boost of losing 3 in off my waist" – David Waters, Sunday Times
A streamlined, tailored look is key to putting your best foot forward. Immediately look and feel more fit with style. Equmen's CORE PRECISION UNDERSHIRT will help to trim and tone your physique with immediate, visible results.
Circulation :
Maintaining good blood circulation in your body is one of the central tenets of good health. Blood is the means by which oxygen and nutrients are carried to all corners of your body, from your feet and toes to your hands and deep inside your brain.
Compression garments can assist in enhancing circulation and are commonly recommended for anyone where this is lacking, including athletes, surgical patients, edema patients and anyone with a sedentary lifestyle. This type of clothing is meant to improve and accelerate healing, promote improvements blood flow, and reduce the risk of soreness and injury from strenuous exercise.
Temperature Control :
Body temperature is an important comfort factor. Equmen products are made of breathable perfromance fabrics with mesh strategically placed in key heat transfer areas for optimal air flow and ventilation.
MEDICAL TESTIMONIALS :
Kevin Lidlow – Physiotherapist, GB Olympic Team
The garments definitely help with postural support as they encourage optimal horizontal extension and retraction of the Scapulae, (upper central key points) giving a Scapulothoracic neutral posture. The value in this for function is to lessen kyphotic stress in the primary curvature which physiologically eases counter-stress in the secondary curvature of the segments. The wearer should therefore be aware of less effort and mechanical stress particularly with prolonged standing or sitting and may, indeed, notice improved ergonomics with upper limb activity.
Michael Zazzali, DSC.PT, OCS – Certified Orthopaedic Specialist Physical Therapy Associates of N.Y.
My patients like the form-fitting nature of the Equmen shirts and the back/core support they offer, reminding them from a kinesthetic perspective to avoid slouching. Since posture is very cerebral in nature and requires physical corrections, the garment has the potential to be a great motor learning tool for patients, athletes and the general population alike. The technology is very unique, supporting the areas of the body that typically break down from a posture dimension and through repetitive overuse. When worn, the shirt's helix mapping permits somatic feedback directly to promote spinal and soft tissue alignment through virtually subliminal posture corrections.
Dr. Mark Reid – Chiropractor, Anti-aging Specialist
Wow, I am really impressed! The Equmen garments are truly phenomenal! They are amazing, powerful and I can see multiple applications for them.
ABOUT EQUMEN :
· Equmen is specializing in high-performance compression undergarments that leverage sport technology and physiological insights to benefit men from street to sport.
· Equmen stormed the market in 2009 with its Core Precision Undershirt, which has since received accolades from publications including Time Magazine, Men’s Health, GQ, Sports Illustrated, New York Times, Business Week, BBC Radio, The Guardian, Daily Mail, Allure and on the Doctors, NBC, Today and ABC News.
· Equmen products are sold in select department stores and specialty retailers in the US, Canada, the UK, South Africa, Australia, Taiwan and Spain already and will be in Singapore this year.
MEDIA INTERVIEWS :
http://www.cbsatlanta.com/video/23146071/index.html
http://www.reuters.com/article/idUSTRE63D0VL20100414?type=lifestyleMolt
http://www.nytimes.com/2010/05/30/fashion/30spanx.html?partner=rss&emc=rss