STOCKHOLM, Sweden—LELO has recently been paying attention to men with the introduction of its prostate massagers and the Pino love ring, but now the manufacturer has stepped it up a notch with the debut of the TUX, described as a luxurious concept in male intimate apparel inspired by the classic tuxedo.
LELO said the new item is based on a Scottish tradition or adorning the penis.
“Why should the Scots have all the fun?” said 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. In 2016, it really is incredible the concept of male intimate apparel has not been explored further.”
Tailoring garments for the penis is not a new phenomenon, but nothing as luxurious as TUX exists on the market. One variation commonly known as the ‘Willy Warmer’ is still widely- sold in Scotland and the UK, while being relatively unknown elsewhere. Its origins date as far back as the 12th century, where shepherds would wear 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.
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 role-play costumes to entice their partners or revive a spark, but I say it's equally important for men!” she 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.”
TUX retails for $29.95 and is a slip-on one-piece, accessorized with a smart 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.
“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.”
View a short video about TUX here.
Retailers interested in stocking LELO products should contact [email protected].
For more, visit LELO.com/TUX.
