M&S pants on top in consumer tests

Mar 20 2008 by Tim Lewis, Western Mail

MARKS & SPENCER pants have been voted the best on the high street, according to a leading consumer watchdog.

The assessment by Which? magazine comes just weeks after Newsnight presenter Jeremy Paxman claimed his M&S pants were causing “widespread anxiety” because of a lack of support.

Which? put pants from the high-street giant up against pairs from Asda, Tesco and designer brand Calvin Klein – and it turns out Paxman got it all wrong.

The underwear was subjected to rigorous testing in which it was repeatedly washed and tumble-dried to test for bobbling, fading and shrinkage, and M&S came out on top.

After 10 washes, the £5 M&S Real Cool Cotton Trunks pants proved best at keeping their colour, had the least amount of overall shrinkage and, along with Asda’s, took the longest time to develop a hole.

The £1.75 George Trunks from Asda achieved second place, but faded after washing and shrank in the gusset.

F&F pants from Tesco were rated third. The £1.66 pair developed a hole quickest in the rubbing test and shrank most in the gusset, although their colour did not fade.

Calvin Klein Body Trunks, £20, came last, bobbling, shrinking and fading in the wash.

An M&S spokeswoman said, “We are very pleased with the findings. We are very proud of our pants and think they meet a very high standard. We do an awful lot of testing and always felt they measured up to scrutiny.”

Paxman’s comments, in which he also complained his socks were wearing out too quickly, had triggered wide debate on the topic.

His claim was rebuffed by M&S chief executive Sir Stuart Rose, the recipient of Paxman’s original complaint, who challenged the straight-talking presenter to meet with underwear fitting specialists to sort the problem out.

The M&S spokeswoman yesterday added that Paxman’s comments provoked a strong response, with much positive support.

“It touches on a subject close to people’s hearts – or just close to them in general,” she added.

Fashion expert Huw Rees, presenter of S4C’s Wedi3 and Wedi7, said, “Jeremy Paxman was probably moaning about a pair of pants that he’d bought years ago. These days I think men are taking much more of an interest in what pants they buy and how much they spend.

“There are different materials and structures of underwear available and just like with a woman’s bra they can hold things in place or enhance parts that need enhancing.”

But Mr Rees said men were moving away from the trends of the 90s, when having a label showing over your jeans was the height of fashion.

He said, “Calvin Klein put underwear on the map and made men think about it as more than just a clothing necessity. But I think the days of posters with just men in their underwear, like we saw with the footballer Freddie Ljungberg, are numbered.

“White Calvin Klein pants with the label showing have become a bit like Burberry clothing, it’s become associated with the wrong sort of look.

“For younger men it’s all about brands like Aussiebum, who do a ‘wonderjock’ range that boosts your ‘appearance’, and Ginch Gonch or American Jock. They make colourful, extrovert designs that men love to show off.”

Wenda James-Row, director of Cardiff-based image consultancy The Style Team, echoed Mr Rees, and said Marks and Spencer had a well-deserved and established place at the top of the underwear market.

She said, “They are known for their price and quality and, like their women’s range, men’s M&S briefs and boxers are stylish.

“Underwear is something more and more people ask about when they are having image make-overs, and people are becoming more particular about what they wear.

“I think Marks and Spencer are aware of this, and have reacted accordingly – both in terms of price and design – and have been able to maintain their quality.

“I am not surprised to hear they came out well in the test.”