First women got the Wonderbra, and now after decades of stagnation in the development of men's underwear comes the "wondershirt."

The body-optimizing undergarment is designed to immediately improve a man's shape, according to a new Australian-based men's underwear company.

Equmen launched the girdle-like "wondershirt" undershirt, which retails for $90 Cdn, in North America this week.

It relies on the same compression technology used to squeeze Olympic swimmers into their suits, crisscrossing the back and pulling shoulders square.

"Men are objectified just as much as women are," says Michael Flint, spokesperson for Equmen. "The playing ground is even. And we are expected to take better care of ourselves. I think we are looking for an edge."

Saks Fifth Avenue was the first retail outlet in the United States to begin carrying the undershirts last week, promoting them as "a highly effective tool" in men's "grooming arsenal."