It Lifts and Separates.... for real

SYDNEY, Nov 2 (Reuters Life!) - Size really does count, just ask Australian underwear maker AussieBum which has just launched the "Wonderjock" for men who want to look bigger.

Since the launch seven days ago, AussieBum says it has sold 50,000 pairs of "Wonderjock", mostly on its Web site www.aussiebum.com and a handful of stores around the world.

"The design of the underwear, separates and lifts. The fabric cup protrudes everything out in front instead of down towards the ground," said "Wonderjock" designer Sean Ashby.

"There is no padding, rings or strings," said Ashby, a co-founder of the Internet-based AussieBum firm.

Ashby said the idea for the "Wonderjock" was the result of online feedback from customers who expressed an interest in looking bigger, just like women using the "Wonderbra".

"When you go to a department store to buy underwear you usually get a grandmother serving, which is not the ideal way to get feedback," said Ashby. "Our customers give us feedback. We didn't realise that big is better."