Marks & Spencer has strengthened its reputation for inclusive product design by becoming the first UK High Street retailer to introduce stoma underwear for men.
The UK’s largest men’s underwear retailer has launched stoma trunks, following on from the success of its stoma knickers range introduced last year. That range, co-designed with women living with a stoma, has sold more than 28,000 packs (equivalent to 85,000 pairs) since August 2024.
The new trunks, priced at £18 for a pack of three, are made from cotton-rich fabric with added stretch. Key features include a higher waistline for comfort and an internal pocket designed to securely hold a stoma bag, offering both support and discretion. The product is VAT exempt and available in black.
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M&S partnered with designer and disability campaigner Mesha Moinrirad, who has lived with a stoma since 2013, to launch the range. Moinrirad described the product as “mega comfy and super discreet”.
“These have hugely boosted my confidence and it’s really powerful to feel seen, especially by big brands. M&S stepping up like this is huge,” he said.
The idea for men’s stoma underwear originated through the retailer’s ‘Straight to Stuart’ colleague suggestion scheme, following feedback that men were seeking the same level of accessible, supportive underwear options offered to women.
Both colleagues and customers living with a stoma were involved in product testing and feedback throughout development.
Mitch Hughes, head of menswear at M&S, said: “Following the incredible response to our stoma knickers, we knew there was a real need to expand the offer.
”The launch of stoma trunks means we can now provide the same comfort and support for men living with a stoma. This is about listening to our customers and colleagues, and ensuring everyone can find clothing that makes them feel confident.”
The initiative builds on M&S’ long-standing commitment to inclusive innovation. The retailer has previously led the market with post-surgery bras (launched over 20 years ago), easy-dressing childrenswear for those with sensory and physical disabilities, and VAT-exempt period knickers, for which it successfully lobbied to change government legislation.
With more than 200,000 people in the UK currently living with a stoma, M&S’s latest move underscores its strategy of “closer to colleagues, closer to customers” and positions the retailer at the forefront of inclusive apparel design in the High Street sector.
