Debenhams Highlights Staggering Sales Rise in Low Necklines for Men

LONDON, August 24, 2010 - Debenhams has reported that for the first time men are using to their
advantage what women have known for hundreds of years - that a low neckline
can have a hypnotic effect on the opposite sex, sending sales of low cut v
necks and their like spiralling.

Inspired by the successes, romantic and otherwise, of the likes of JLS,
Peter Andre and Russell Brand, British men are snapping up tops with low
necklines - to wear themselves. Sales of revealing men's tops have doubled
over the past year, according to fashion store Debenhams.

No longer opting for the standard crew or v neck, male shoppers are
seeing no limits as to 'how low to go' and are searching out low scoop neck
mens t-shirts (www.debenhams.com/men/tops-polos/t-shirts) and
plunging Y-necked mens vests (www.debenhams.com/men/tops-polos/vests),
perfect to show off a toned he-vage, the male cleavage.

Their wives and girlfriends are even in on the act, with 68% responding
when questioned by the High Street retailer that they do like to see their
partners in an outfit which reveals a significant portion of chest*.

Add to this the increase in slimmer-fit shapes and the demand for
lightweight cotton styles giving a sheer look, and it appears men are wising
up to how to draw female attention to their hard work in the gym and salon.

Debenhams spokesperson, Ruth Attridge, said: "It's a growing trend but
not one for the self-conscious.

"A low neckline on a woman is attention grabbing and it's just the same
for men. A slim, toned body is a must and, according to boy bands, a tan and
a chest wax to match."

The retailer warned shoppers however that if they don't tick the svelte
boy band box then squeezing 'moobs' into a low cut tee could cause the
opposite effect - that of the undesirable 'heavage'.

Until recently, the menswear market had remained virtually unchanged for
years with polo shirts (www.debenhams.com/men/tops-polos/vests) the
raciest it got, and heavy cottons and loose shapes as standard. However,
demand for a variety of necklines and in particular deep, open necks has
changed the market and demand is expected to grow, even through the colder
autumn and winter months.

Ruth concluded: "As the temperature falls, we predict male necklines will
follow. Not only are we expanding our range of plunging t-shirts, we expect
he-vage revealing jumpers and cardigans worn without tops underneath to
follow suit."

Notes to editors:

* Debenhams quizzed 1,000 women aged 18 years to 40 years on their views
on male fashion

About Debenhams (www.debenhams.com/):
Debenhams is a leading department stores group with a strong presence in
lingerie retail, stocking brands like Wonderbra, Calvin Klein and Sloggi.
Debenhams is also renowned in a number of other key product categories
including women's wear with dresses, bikinis, petite clothing, make-up,
health and beauty, perfume, lingerie, jeans, mens fashion (
www.debenhams.com/men), home ware, accessories and children's wear.

    For more information, please contact:
    Ruth Attridge
    Debenhams Press Office
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)207-529-0172
    www.debenhams.com

For more information, please contact: Ruth Attridge, Debenhams Press Office, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172