Because Robert Pattinson has a cult following, Marks and Spencer is making a slim-fit underwear called the "R-Pant." The low-rise briefs and trunks are designed to be worn under skinny jeans and trousers, ya know like Russell Brand and Pete Wentz are always seen wearing.

The R-Pant launch is a thinly-veiled marketing strategy designed to appeal to a younger audience and to sex-up its underwear range.

"Over the last three years we've seen an increase in the popularity of hipsters. The new range is designed to appeal to a younger, fashion-savvy customer."

Hmmm... I agree with what Men's Health style director Olie Arnold says about this. He believes there's a market for lower-rise pants. Olie said, "I hate seeing the waistbands of men's pants poking out of the top of their jeans... Maybe lots of women will buy them for their husbands and boyfriends, though."

Robert won't star in any ad campaigns for M&S and his R-pant goes on sale in September. I'm interested to see what these manties look like. I'm picturing tight, low-rise jock straps/ bikini bottoms meets extra short boy shorts.

* Thanks for the pic Cody!