In the interest of equality, it's only fair that women should be able to buy sexy underwear for men.
But we all know there is nothing attractive about a pair of Y-fronts and even if there was they'll only end up with skid marks after a few wears anyway.
So what's a gal to do? Well, Japanese online retailer Wishroom may have the answer.
They are selling bras, knickers and babydoll nighties for men.
While products are tailored to fit the male body shape (see mannequins in the gallery above) they are feminine in style.
Available in floral print with lace trim, they're sure to make even the hairiest chest look pretty. Or do they?
The products are on sale via Japanese retailer Rakuten cost 1,995 yen (£11.50).