2 in 3 men still rely on women in their lives 'to buy them boxers'

While sagging, greying Y-fronts and cotton boxer shorts are out of fashion, brightly coloured hipster trunks with eye-catching waistbands and more discreet seams are trending.

"We've noticed a 30 percent rise in sales of men's pants over the last year and our stores tell us that it's ladies looking to revamp their partners' underwear drawers," the Daily Mail quoted a spokesman for Sainsbury's, who commissioned the research, as saying.

"Presentable pants are now a deal-breaker in a relationship and as such British women are on a mission. They head out underwear shopping for their men an average five times a year and buy three pairs each time - a sizeable increase on years prior," he added.