Lelo takes willywear upmarket with Tux

Posted: February 9, 2016

Lelo is claiming to revive an ancient Scottish fashion trend, and giving it a stylish and modern twist, with the launch of Tux – described as “a luxurious concept in male intimate apparel inspired by the classic tuxedo.”

The company says that while tailoring garments for the penis is not a new phenomenon, nothing as luxurious as Tux currently 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.

Steve Thomson, chief marketing officer at Lelo, said: “Why should the Scots have all the fun? 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 finalising 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.”

Sex and relationship expert Tristan Taormino is hopeful Tux will instigate some playful fun in the bedroom this Valentine’s Day, saying: “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! 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.”

Lelo says its early product testers have responded with enthusiasm, if not a little surprise, particularly in the US where couples were interviewed about Tux and the concept of penis fashion as a whole.

Steve Thomson added: “Valentine’s Day can become a routine within a routine for many, and at Lelo with both our award winning pleasure objects and now Tux, we stand for adding a burst of excitement. We believe our customers will embrace Tux as a way of keeping fantasy, exploration and humour central to their relationships.”

Tux retails for £19.95 and is a slip-on one-piece, accessorised with a 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. For more information about stocking Lelo products contact sales@lelo.com