Women wear the pants when it comes to buying underwear: Two-thirds of British men still rely on their mothers, wives and girlfriends to buy their…


Women wear the pants when it comes to buying underwear: Two-thirds of British men still rely on their mothers, wives and girlfriends to buy their boxers

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UPDATED:

10:27 GMT, 4 October 2012

Still buying smalls for your other half, or worse, your adult son You certainly aren't alone.

New research has revealed that two-thirds of men still rely on their mothers, wives and girlfriends to keep their underwear drawer fully stocked. And they even let the ladies dictate the style they wear.

Out are sagging, greying Y-fronts and cotton boxer shorts and in are brightly coloured hipster trunks with eye-catching waistbands and more discreet seams.

Sainsbury's pants

Sainsbury's pants

Sexy smalls: Women are banishing the dreaded Y-front from underwear drawers and replacing them with pants like these. According to research, tight, bright trunks are the best selling style

A spokesman for Sainsbury’s who commissioned the research says: 'We’ve noticed a 30 per cent rise in sales of men’s pants over the last year and our stores tell us that it’s ladies looking to revamp their partners’ underwear drawers.

'Presentable pants are now a deal-breaker in a relationship and as such British women are on a mission. They head out underwear shopping for their men an average five times a year and buy three pairs each time – a sizeable increase on years prior.'

The supermarket puts the trend for prettier pants down to the increasing number of advertising campaigns featuring hunks in trunks.

David Beckham, Thom Evans and David Gandy have all appeared in their smalls during recent weeks, and this is encouraging both men and their wives to choose more eye-catching undies.

David Gandy

Model: British model David Gandy smoulders in an ad for Italian design duo, Dolce and Gabbana

David Beckham

Thom Evans

Captain Pants-tastic: Sports stars David Beckham and Thom Evans show off their toned torsos

The Beckham effect particularly has had a noticeable impact on pant sales.This year has seen fitted trunk sales surpass the traditional boxer for the first time.

And trunk technology developments means mens pants will smell as good as they look, the spokesman continues: 'We have introduced innovative 'STAYFRESH' technology into our new pants range.

'Knowing that boys will be boys, this underwear can be worn through the working day, during a gym session and at drinks in the pub afterwards and still be fresh and comfortable – what every man (and woman) likes to hear!'