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Marks & Spencer this month also launches its own advanced take on fitwear, Bodymax Plus, which promises to “battle the bulge” and “instantly reduce up to 3.5 inches from your torso”.
“It can look a bit daunting but it does work,” argues Lyndsay Yeates, Marks & Spencer’s menswear technologist. “You can eat well and slog your guts out in the gym but this kind of underwear still provides a finishing touch.”
After a little investigation on the Marks & Spencer website, I found a section dedicated to the new, not yet released Bodymax+.
BODYMAX+ has all the shape enhancing features of our regular BODYMAX range plus new seam free technology that shapes and controls your torso for a visibly sculpted look. And, it’s made from a cool, odour resistent fabric that keeps you feeling fresh, dry and comfortable throughout the day.
* Round neck
* Short sleeve
* Ribbed detail
* Added stretch
* Composition: 93% polyamide / 7% elastane
In taking a closer look at the pictures, the new BODYMAX+ is designed similar to Equmen, in that it has an integrated ribbing design manufactured directly into the fabric. The ribbing seems to be strategically placed in areas, such as the midsection/stomach, to help streamline the physique and also has ribbing center back (similar to equmen) which I assume is suppose to help pull your shoulders back. Because of the close similarities, I’m curious if this is simply going to be a less expensive Equmen knock-off, or is the BODYMAX+ really bringing something unique to the table.
I guess we’ll see because I plan on picking one of these puppies up when they go on sale. Who knows, maybe someone from M&S will contact me and send me a sample to review (hint, hint)!
4/06/2010 Update: Well color me surprised when saw the following email in my inbox this morning!
Hi, I’m emailing from the M&S press office in regards to our new launch BODYMAX+, you did a fantastic review on BODYMAX earlier this year and I wanted to let you know that we are about to launch the new, more technologically advanced version of the product and would love you to try it. Can you let me know your size and where to send the product? Best, C
After a quick email exchange with “C”, I found out that the BODYMAX+ is already on sale at select M&S retailers (see press release below), and that their online launch is scheduled for this Saturday, April 10, 2010! Short Sleeve Bodymax+ Undershirt Released EARLY on April 6, 2010. Buy your Bodmax+ Shaping Vest today! The sleeveless Bodymax+ (aka singlet, tank top) isn’t available for purchase yet though.
I got the scoop on the product pricing too! BODYMAX+ is available in both a sleeveless tank (£25, $38.05 USD) and fitted t-shirt (£29.50, $44.91 USD), in classic black, white and the newly added granite, giving you all day support with a close, comfortable fit.
4/08/10 Update – The BodyMax+ Sleeveless Shaping Vest is now available for purchase online.
Here’s the press release:
Bodymax+ Mens Fitwear Press Release