“For men who think size really does matter”

AussieBum, an Australian underwear company, launched an underwear line called Wonderjock, that promises to have men “seriously looking bigger and feeling amazing,” in late 2006.

“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 AussieBum.

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.