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Lululemon Redefines the ABCs With Anatomy-Friendly Pants for Men

Lululemon's men's ABC pant, short for “anti-ball crushing,” is focused on a very specific area of men's comfort. 

Lululemon's men's ABC pant, short for “anti-ball crushing,” is focused on a very specific area of men's comfort. 

Source: Lululemon via Bloomberg

In Lululemon Athletica Inc.’s quest to get more guys to buy its clothing, the company is focusing on a very specific area of men’s comfort.

The company has made inroads with a product called ABC pants, Chief Executive Officer Laurent Potdevin said Thursday on a conference call. ABC, short for “anti-ball crushing,” refers to a design that “gives you and the family jewels room to breathe,” Lululemon says on its website. The pants helped drive a 16 percent increase in same-store sales last quarter in the men’s business, Potdevin said.