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Much like the bikini revolutionised ladies swimwear, the Rooster Booster is set to change some of the taboos about male swimwear. Ever since the male swim trunk, guys have been polarised. It has either been the speedo (colloquially known as DT's Budgie Smugglers) or the boardshorts.

Boardshorts are generic, heavy in water and lack any style, design and are unflattering to say the least. The problem with speedos has always been that the male anatomy in wet body hugging lycra is well at the very least unattractive, at best a train wreck that attracts unwanted and judgmental glances. After all cold water is extremely punishing.

So whether you simply want to create the discrete illusion that you are packing a bit more than you actually have, or you appreciate that fellow beachgoers and sunbathers by the pool don't want to know your exact shape and style, the Rooster Booster is the perfect solution.

The patent is a simple and effective pocket at the front of the swimshort, underpants even boardshorts that allows a removable and breathable padded cup to be inserted. The wearer can decide the appropriate size, whilst all the time it is discrete and not obvious, well not as obvious as squashed retracted genitalia behind wet lycra. Much like a padded bra enhances and shapes the breast, the unique patented cup device enhances and shapes the groin region but additionally provides an extremely comfortable space for the groin. Importantly exiting the water, no adjustment is required to hide the embarrassment.

Keep an eye out for more designs, colours and patterns available this summer.