The Modern Man’s Secret Weapon: M&S’s ‘Secret Support Trunks’

In a world where confidence reigns supreme, men have historically sought various ways to enhance their physical appearance, particularly in areas often associated with masculinity and virility. From special diets to more extreme measures like fillers, the quest for self-improvement knows no bounds. Recognizing this age-old desire, British retail giant Marks & Spencer has introduced an innovative solution to the market: the “Secret Support Trunks.” These form-fitting boxer trunks promise wearers a “2-inch lift,” addressing what has long been a quiet concern for many men. With clever engineering that includes an internal pouch designed specifically to provide enhanced support and a discreet lift, these undergarments represent a modern solution to an ancient preoccupation. Unlike previous attempts at enhancement that might have involved discomfort or even risk, these trunks offer a simple, non-invasive option for men seeking to feel more confident in their appearance.

The craftsmanship behind these confidence-boosting boxers speaks to the thought put into their design. Constructed from soft, malleable modal cotton that provides both comfort and flexibility, the trunks feature an elastic, monogrammed waistband that ensures a snug fit without sacrificing comfort. Mitch Hughes, Marks & Spencer’s director of menswear, emphasized that the clever design aims to help men “feel their most confident.” Priced at approximately $37 per pair, these undergarments represent a premium offering in the men’s underwear market. The launch campaign cleverly utilized social media influencers Tom Sheard and Stanley Dru, who showcased the products on their Instagram platforms, reaching a demographic that might traditionally shy away from discussing such matters. Dru’s endorsement particularly captured the essence of the product’s appeal: “Size isn’t everything, but confidence is,” he stated, describing the boxers as “GENIUS” and highlighting their unique selling proposition of providing a “shaping BOOOST.”

The marketing approach for the Secret Support Trunks acknowledges the delicate nature of the product while maintaining a lighthearted tone. Tom Sheard described them as offering “a little boost for the boys” while delivering “comfort, shape, and confidence, all in a boxer!” His follow-up statement—”It’s not about pretending, it’s about presenting. And the best part? No one needs to know it’s not all you…”—cleverly addresses the potential stigma around enhancement products by framing them as tools for presentation rather than deception. This nuanced messaging recognizes that many men might feel embarrassed about using such products despite their interest in them. The campaign thus walks a fine line between acknowledging the sensitivity of the topic while normalizing the desire to look one’s best, positioning the trunks as simply another item in the modern man’s grooming and style arsenal, no different from a flattering shirt or well-cut trousers.

Consumer response to the Secret Support Trunks has been varied, reflecting the subjective nature of undergarment comfort and effectiveness. On the Marks & Spencer website, the product currently holds a moderate 3.5 out of 5 stars rating. Some customers have expressed satisfaction with their purchase, with one noting that the trunks felt “very good” during initial wear, providing “a good supportive fit” while remaining “light and airy.” However, not all feedback has been positive. Another shopper awarded just one star, describing the product as “disappointing” and claiming it “requires constant readjustment,” ultimately advising others seeking support to “try elsewhere.” This mixed reception is perhaps unsurprising for a product addressing such a personal need, where fit, comfort, and effectiveness are highly individualized concerns. Despite these varied reviews on the official retail platform, the social media response seems more enthusiastic, with followers of influencers Dru and Sheard filling their comment sections with praise for the “genius” innovation.

While enhancing undergarments might seem novel or even amusing to some, they represent just one example of the increasingly creative approaches being taken in the intimate apparel market. The concept of shape-enhancing underwear is not unprecedented—women have long had access to push-up bras, shapewear, and other garments designed to flatter and enhance. What’s changing is the expanding recognition that men too might desire similar options. The Secret Support Trunks could be viewed as a male equivalent to the push-up bra—a simple, non-invasive way to present a silhouette that aligns with the wearer’s desired appearance. This democratization of enhancement options across genders reflects evolving attitudes about body image and the growing acceptance that everyone, regardless of gender, might occasionally want a boost of confidence from their clothing choices.

The launch of these enhancing trunks comes at a time when the boundaries of intimate apparel are being pushed in various directions. For context, just months earlier, Kim Kardashian’s Skims brand generated controversy with the introduction of underwear featuring faux pubic hair in various styles—a product that received both criticism and praise. Amelia Ward, a Manhattan-based brand strategist specializing in luxury fashion and beauty, observed that the Kardashian brand “thrives off of controversy and shock factor” and credited the famous family with “dictating what version of the female form we collectively lust after.” In this broader context, the M&S Secret Support Trunks seem relatively tame, offering a modest enhancement without dramatically altering appearance. They represent a middle ground in the intimate apparel market—innovative enough to generate interest but practical enough to be incorporated into everyday life. As society continues to evolve in its understanding of body image and the relationship between appearance and confidence, products like these trunks may become increasingly normalized, viewed not as novelties but as standard options for men seeking to feel their best in all aspects of their appearance.