British department store group Debenhams said it had seen a 76 percent surge in online sales of the 18 pounds-a-pair ($28) underwear in the past week. The pants work by using a lift and hold feature at the front, like a male version of the cleavage-boosting Wonderbra.
"The briefs mean that no man ever needs to feel inadequate again on the most passionate day of the social calendar," said Rob Faucherand, head of men's accessories buying at Debenhams.
"However we can't be held responsible for what happens once the pants come off," he added.