Keep Your 'Head' Down with Friends Moscow's 'Hiders'

Most men will admit they have 'had one'  in the wrong place, at the wrong time. It is an embarrassing predicament and up until now, only a variety of impractical methods have been sought to disguise it.

However, a new product called ‘Hiders’ is being released to market and it is suitable for men of all shapes and sizes.

Developed by creative agency, Friends, for Ali Kaps, ‘Hiders,’ are a specially designed brief made with a built in pouch and seamless polyurethane foam pad that expands and contracts depending on the level of excitement, thus concealing any variance in size.

Lev Bezhik, head of design, Hiders, says: “Every man has found himself in that awkward position where he has has been excited in a public place, compromising his situation. Ali Kaps invited me to design a new product for them that will help manage these occasions. Hiders are the result and allow the wearer to enjoy the moment and without embarrassment.”

Dmitry Dergchov, deputy managing director of marketing and development, RIA Panda (manufacturer of Ali Kaps), adds: “Our Ali Kaps capsule is partly to blame for these disconcerting moments and whilst we are firm proponents of keeping lead in the pencil, we understand it can raise its head at inappropriate times. Rather than squash something that is entirely natural, we wanted to produce a product that allows you to enjoy this moment any time, any place, without worrying who might get the wrong end of the stick.”

Bezhik concludes: “Hiders boost the wearer’s confidence and provide enough space for everyone.  Cold or hot.”