Women aren’t the only ones obsessed with owning sexy underwear. Men can now get in on the act too thanks to a retailer who specifically creates underwear for the male body.

Australian brand Homme Mystere launched in 2008, but only recently was available to buy online and has since attracted customers from across 30 different countries, including Russia, Canada and America; with its lingerie pieces proving popular worldwide.

While women have always been able to choose from a wide range of styles on the market, before now men haven't had a whole lot of choice, limited to standard white cotton briefs - providing more choice for men was the motivation for couple Brent and Lara Krause in creating the label.

“A growing number of guys are discovering the comfort of lightweight lingerie style underwear.” (hommemystere.com)

“Men’s lingerie sits in an undefined territory deemed ‘not exciting enough’ for adult stores and ‘too confronting’ for mainstream retail stores,” explains the HommeMystere website.

“A growing number of guys are discovering the comfort of lightweight lingerie style underwear.”

The retailer offers a wide variety of lace-trimmed boxer briefs, suspenders, racy thongs and even bras, also known as manssieres. All the lingerie pieces look like women’s underwear, but are specifically designed to fit a male body.

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“Our goal has always been to offer an alternative style of underwear for men, based on their physique rather than their sexuality,” the company says on its website.

HommeMystere describes its customer as “male, married and older than40 –and his taste is impeccable”. “He has discerning taste in underwear and wants luxury garments, but does not need to show it off to others. He wants something new and exciting to buy.”

“Our goal has always been to offer an alternative style of underwear for men, based on their physique rather than their sexuality.” (hommemystere.com)

Despite many people thinking the designs are meant to cater primarily for the LGBT community, a survey carried by the brand has actually revealed that 90% of customers are in heterosexual relationships. In fact, the brands’ campaign features a man wearing the designs playfully posing with a woman.

Homme Mystere latest lingerie campaign

However, the retailer highlights they just want to provide the luxury option for men, regardless if they’re “gay, straight, vegetarian, republican, Anglican, Martian or any other persuasion”.

Explaining why men like to wear sexy hosiery, founder Brent told Huffington Post: ”I think bras are just something they [men] like the feel of.”

“I don't know whether it's the tightness around the chest or what it is, but it's definitely the feeling that they're after.”

The lingerie pieces have attracted customers from across 30 different countries (hommemystere.com)