The perfect pants to perk up your prince

 
P38 Shorts 14/02 edition Joshua Tucker
14 February 2013

Buying underwear for Valentine’s Day — once too embarrassing for sheepish Brits to contemplate — has achieved national acceptability. A survey last year found that we spent 27 per cent more on underwear in the run-up to the day of love than we had the year before, and if the advertising on the Tube is anything to go by, this year will see even more shelled out. The figures didn’t record it but it goes without saying that the vast majority of the purchases are made by men for women, and some think it’s time for that to stop.

Marketing guru Olivia Francis, who last year founded men’s underwear store Hamilton & Hare (hamiltonand hare.com), says good pants should be at the top of a woman’s gift list this Valentine’s. Her company makes “Rolls-Royce pants”, which are fitted to a man’s waist size and have a tailored cut. Their cost — £38-£40 — is “a drop in the ocean compared with good women’s underwear,” she told the Standard. Hamilton & Hare’s recent advertising campaign features a man walking along Embankment — in his boxers. Their Valentine’s Day pants have pink mother-of-pearl buttons and a silk-lined fly.

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