A T-shirt that banishes 'bingo wings' and smooths wobbly upper arms has been launched by George at Asda.
Following in the wake of tummy control knickers, cellulite-busting tights and boob job bras, the 'Thingo' top is made of elasticated nylon and lycra panels that squeeze the arm area, making it look smoother and more streamlined.
The shape-enhancing T-shirt, which retails at just £9, also promises to banish muffin tops and slim shapely hips using its separate seam-free panel around the lower torso.
"Female customers have been asking us for their own version of the men's body sculpt T-shirt for a while so we've spent over a year making sure we get it right," says Fiona Lambert from George.
"After a number of development stages and testing we're confident it combats problem areas while maintaining comfort."
And yes - it isn't just women who are being targeted by the shapewear market.
The 'Thingo' T-shirt follows the supermarket's previous 'Moob Tube' launch two years ago, which aimed to trim 'man boobs'. Support underwear brand Spanx also cashed in with its 'Manx' range for men that 'compresses beer bellies' but sadly resembles the infamous Bridget Jones' pants...