Obesity epidemic leads to the he-cup

An idea whose time has apparently come.

"As foreshadowed in television's Seinfeld, the obesity epidemic is fuelling a storm in a he-cup with the arrival of a compression bra for males suffering the indignity of man boobs.

The creators of the Male Support Vest promise it will flatten the chest, make breasts less noticeable and reduce bounce during physical activity...

The crisis has generated a rise in the number of males with enlarged breast tissue, which are often the subject of ridicule and dubbed "moobs".

Celebrities who have been spotted with wobbly pectorals have included Mark Latham, James Packer and Tom Cruise.

The Male Support Vest, manufactured by bra company Enell, is reminiscent of an episode of the US sitcom Seinfeld in which Kramer and Frank Costanza try to establish a business selling bras for men."

At last, men are finally allowing their more feminine sides to emerge.

Time for subscriptions to Manity Fair, Cosmopolitman, Wo-Man Today, Gentleman's Home Journal, Man's Day, Marty Claire and M.

Nice teats, bro.