A Japanese online retailer is branching out into bras, knickers and silky nighties that, despite looking like something you’d find in a woman’s lingerie drawer, are intended for men.

The line of floral bras and lacy knickers from fashion label Wish Room Men’s, which sells products on major web shopping mall Rakuten, are to arrive in stores in mid-February.

According to Japanese sites Pouch and RocketNews24, the garments are not women’s smalls marketed towards men. The lingerie is designed for men’s larger frames and, although they still feature lace, florals and underwiring, the bra cups lack padding, allowing men to wear them without feeling “unnatural”.

Wish Room says the line is designed to allow men to “enjoy the same soft, luxurious undergarments that women are used to”.

One of its most popular items, Wish Room first launched men’s underwear in 2008.

“I like this tight feeling. It feels good,” Wish Room representative Masayuki Tsuchiya said.

The company spokesman wears the bra, which can be worn discreetly under clothing.

Executive director Akiko Okunomiya said she was surprised at the number of men who were embracing their feminine side this way. “More and more men are becoming interested in bras. Since we launched the men’s bra, customers are saying, ‘Wow, we’d been waiting for this for a long time’,” she said. – Daily Mail