Ladies, you’re not the only ones who sometimes want a little lift.  Now men can also enjoy the benefits of supportive underwear, thanks to British retailer Marks and Spencer.

Not only do the underpants provide a “bottom lift” to help them look a little perkier from behind, but men can also choose what the retail chain has politically correctly dubbed their “frontal enhancement” pant.

“Using an ‘integral shelf’ it gives the wearer what the company describes as a ‘38% visual enhancement in size,” the UK’s Daily Mail writes.

Dave Binns, head of Marks and Spencer’s men’s underwear division told the paper, “Our technologists have worked hard to engineer two styles that are comfortable to wear and that give real results.  There pants provide a real confidence boost for men and we think they will prove popular with our customers.”

Reportedly, the store already has a waiting list of customers ready to try their new lines.  Let’s just hope they decided to try the product on their own accord, and not because of a recommendation.