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LELO is bringing Scotland’s passion for men’s intimate apparel to the world with a stylish and modern twist – announcing today its latest design, TUX™ - a tuxedo to be worn for his manhood.

TUX™, by LELO

Valentine’s Day can become a routine within a routine for many, at LELO, we believe our customers will embrace TUX™ as a way of keeping fantasy, exploration and humor central to their relationships.

LELO is bringing Scotland’s passion for men’s intimate apparel to the world with a stylish and modern twist – announcing today its latest design, TUX™ - a tuxedo to be worn for his manhood. See video here: https://www.youtube.com/watch?v=ZCsrkZ914oA

Tailoring intimate garments for men is not a new phenomenon, but nothing as luxurious as TUX™ 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 finalizing 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.”

With Valentine’s Day just around the corner, sales in female lingerie are set to surge, but the fact that LELO’s TUX™ is such a unique item highlights the gulf between the way women and men express themselves sexually. While the women’s lingerie market is forecast to become a $30 billion industry by 2020, there remains a lack of brands in the male intimate apparel category.

Sex and relationship expert Tristan Taormino is hopeful TUX™ will instigate some playful fun in the bedroom this Valentine’s Day and said: “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’s 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 men's intimate fashion as a whole.

“Valentine’s Day can become a routine within a routine for many, and at LELO with both our awarding 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 humor central to their relationships,” added Mr Thomson.

TUX™ is a slip-on one-piece, accessorized with a smart 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.

Until February 14th, TUX™ is available as a gift with purchase on orders over $120, or separately via selected retailers and LELO.com for $29.95.

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