A rep for underwear manufacturer Dressman says: "we want to show that there is no perfect man, there are only perfect men."

A Norwegian clothing retailer is taking on the often-ignored issue of male body positivity, saying "there is no 'perfect man', only perfect men".

Underwear brand Dressmann has made a departure from using only models with six packs for its latest marketing campaign called #JustTheWayYouAre.

Knut Vidar Nilsen, the company's marketing director, told The Huffington Post their aim was to "broaden the picture of what a perfect body can look like".

"We have focused this campaign to be about all kinds of men."

"We want to overcome limiting beliefs that some bodies are better, more beautiful or more normal than others," he said. "Simply, we want to show that there is no perfect man, there are only perfect men."

A TNS Sifo survey carried out in Norway and Sweden found that one third of men have negative feelings about their body.

Dressmann's advertising uses several different men of different builds, ages, and hirsuitness.

And it looks like the tactic is paying off - brand sales soared 30 per cent in September compared to the same month in 2014, a spokesman said.

Jens Bonesmo, Dressmann's brand director, said the advert was about "being confident in who you are, not what the fashion industry tells us is the perfect man".

"We have focused this campaign to be about all kinds of men," Bonesmo said.

"And as a brand for all men, I think it was about time that someone said, relax and be perfect, just the way you are."