Marks & Spencer to Debut R-Pants, Inspired by Robert Pattinson

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Things Robert Pattinson has inspired: an entire generation of screaming tweens, magazine covers, cardboard cut-outs and entire lines of merchandise at Nordstrom, and, come September, fans of Twilight can buy Robert Pattinson-inspired underpants at British department store Marks & Spencer.

The Guardian has the scoop on this new, slimmer-fit version of classic Marks & Spencer underwear—did you know that 25% of men in the UK wear the store's underpants!?—hilarious dubbed R-Pants:

Dubbed the R-Pant, the low-rise briefs and trunks are designed to be worn under skinny jeans and trousers, a look popularised by the likes of Russell Brand and Mark Ronson, two celebrities the chain cites as design influences.

Despite widely reported criticism by Jeremy Paxman in 2008 when the Newsnight presenter claimed "their pants no longer provide adequate support", one in four UK men still wear M&S pants, according to the retailer.

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," says Richard Beale, head of merchandising. "The new range is designed to appeal to a younger, fashion-savvy customer.