One of the most dangerous gifts a man can buy his partner is underwear: buy a bra one size too big and you are accused of wishful thinking; buy a pair of underpants too big and you trigger paranoia about corpulence. Help is at hand for men unsure of styles, sizes or colours. A new Men's Mart initiative, launched this week, has a male-only lingerie shopping environment. The shop is on the 9th floor of a building in Mongkok, allowing men to surreptitiously come and go. The mart stocks a range of European lingerie, from Furla and Femilet to La Perla. Staff are trained to be discreet yet helpful, and ready to help any man seen fumbling with strings and sizes. Behind the initiative is James Wong, whose mother has owned a lingerie retail business for 10 years. After some market research, Mr Wong concluded that while many men thought about buying underwear for a partner, few actually ventured beyond the shop window. He believes the mart's secluded location will appeal to men shy about shopping for sexy undies in public. If that alone is not temptation enough, the boutique offers factory outlet prices, starting from $150 and topping out at $350.