• The Wall Street Journal, Monday, March 17, 2008 11:30 AM

Men's underwear makers are going out of their way to avoid the "G-word" (girdle), but a growing number of labels are launching elasticized "shapewear," "bodywear," "support boxers" and other beer-belly-constricting undergarments for men.

Saks Fifth Avenue in January started carrying a new line from 2(X)ist featuring spandex briefs and tank tops designed to have a trimming effect. In the fall, Go Softwear will roll out a men's "Waist Eliminator," which has a waistband that extends up to mid-torso in order to hold the tummy in. Last month, Andrew Christian introduced the Flashback Butt Lifting Technology Boxer.

Sales growth in men's underwear is outpacing that of women's. Last year, sales of men's underwear in the U.S. rose 7.8% from 2005 to reach 1.1 billion units, according to NPD Group. By comparison, women's intimate-apparel unit sales rose 2.3% to 1.5 billion.

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