SAN JOSE, Calif. — LELO is now offering the TUX penis tuxedo, a luxury male intimate apparel concept inspired by classic tuxedos and Scotland's penis fashion scene.
Tailoring garments for the penis is not a new phenomenon, says LELO, but they point out that while the ‘Willy Warmer’ is widely sold in Scotland and the U.K., it is relatively unknown elsewhere.
LELO explains the Willy Warmer's origins date as far back as the twelfth century, when shepherds wore a knitted cover to protect their personal assets in freezing temperatures, with historical records showing use across mainland Europe and the fjords of Norway and Sweden.
“Why should the Scots have all the fun?" asked Steve Thomson, chief marketing officer at LELO. "We wanted to bring this concept to a global audience, while updating it with a stylish and modern twist.
"It was actually much more complicated than it sounds, from selecting the materials to finalizing the cut, and TUX went through multiple design iterations before the finished product," Thomson said. "In 2016, it really is incredible the concept of male intimate apparel has not been explored further.”
With Valentine’s Day just around the corner, LELO predicts a surge in female lingerie sales, whereas TUX highlights the gulf between the way women and men express themselves sexually. LELO observes that the women’s lingerie market is forecasted to become a $30 billion industry by 2020, but there remains a lack of brands in the male intimate apparel category.
Sex and relationship expert Tristan Taormino is hopeful TUX will instigate some "playful fun in the bedroom" this Valentine’s Day. “There is all this emphasis on women dressing up in lingerie, sexy undies or roleplay costumes to entice their partners or revive a spark, but I say it's equally important for men!" Taormino said. "Women love to be seduced by their partners. Knowing that a man has made extra effort to dress for sex is a real turn-on.”
LELO reports that early product testers have responded with enthusiasm, if not a little surprise, particularly in the U.S. where couples were interviewed about TUX and the overall concept of penis fashion.
“Valentine’s Day can become a routine within a routine for many, and at LELO with both our awarding-winning pleasure objects and now TUX, we stand for adding a burst of excitement," Thomson said. "We believe our customers will embrace TUX as a way of keeping fantasy, exploration and humor central to their relationships."
TUX retails for $29.95 and is a slip-on one-piece, accessorized with a black bowtie and red rose. Presented as one-size-fits-most, with a stretchy cord that slips comfortably around the male undercarriage, it arrives in a "luxurious gift box" with instructions for wear included.
Retailers interested in stocking LELO products can contact usa@lelo.com.
