Gel inserts have long been a wardrobe staple for women looking to enhance their cleavage.
So it was only a matter of time before a male equivalent was made - enter the Shock Jock Flirt Boxer and Brief.
The briefs look like regular underwear but actually add two inches to a man's anatomy.
Optical illusion: Andrew Christian is so proud of his Shock Jock pants, that add two inches to the 'frontal measurement,' he's put his name all over the waist band
The pants come with an in-built 'Active Shaping Technology Cup with authentic looking male features.'
The plastic pad, which comes in either black or white, has the added bonus of helping 'protect against zipper injury' and can be removed and hand-washed.
Self-confessed 'uber trendy' designer Andrew Christian said: 'Guys want underwear that looks natural, feels great and makes them feel confident.'
Fashion designer, Andrew Christian, also sells pants that give men an, apparently desirable, 'bubble-butt' look
Confidence is clearly not an issue in Christian's case, he's so sure of the merits of his product he has even brandished his name all over the briefs' waist band.
The Shock Jock joins Christian's best-selling product: the Flashback.
These briefs give men an, apparently desirable, 'bubble-butt' look.
There is an invisible support seam built into the rear of the underwear.
Flashbacks have the added bonus of not having a removable plastic cup - that could lead to unanswerable questions if someone else was helping you out of your clothes...
Christian's underwear range is available in the UK and the pants retail at £27.
They can be bought on a website www.banglands.co.uk.