Um…..

It lifts and separates. It makes everything protrude outward instead of down toward the ground. It is the next (you should pardon the expression) big thing. And it ain't Maidenform.

It's men's underwear.

Since the launch seven days ago, AussieBum says it has sold 50,000 pairs of "Wonderjock", mostly on its Web site www.aussiebum.com and a handful of stores around the world.

"The design of the underwear, separates and lifts. The fabric cup protrudes everything out in front instead of down towards the ground," said "Wonderjock" designer Sean Ashby.

"There is no padding, rings or strings," said Ashby, a co-founder of the Internet-based AussieBum firm.

Ashby said the idea for the "Wonderjock" was the result of online feedback from customers who expressed an interest in looking bigger, just like women using the "Wonderbra".

So, two guys are walking down the beach. One gets a lot of looks from passing women. The other, not so much. So the second guy asks the first what his secret is. The first guy says that all you need to do is stuff a potato into your swimsuit. The next day, the two guys are walking down the beach. First guy gets a lot of looks. Second guy also gets looks. He also gets a lot of laughs from the women. When he asks the first guy why was he getting laughed at when he followed the instructions, the first guy says, " The potato should have gone in front".