M&S Becomes First UK High Street Retailer To Introduce Stoma Underwear For Men

By Business Correspondent

M&S is proud to be introducing stoma trunks; a first for a UK High Street retailer. 

Today, more than 200,000 people are living with a stoma in the UK, but this essential product has not always been easy to find on the High Street.  

The launch follows the success of last year’s launch of stoma knickers which were developed with direct input from women living with a stoma and have been praised for their comfort, style and value.

Since launching in August 2024, M&S has sold more than 28,000 packs of stoma knickers (which equates to 85,000 pairs). 

The Stoma Trunks are made from soft cotton-rich fabric with added stretch, a higher waistline for comfort, and designed with an internal pocket to securely hold a stoma bag in place and providing both support and discretion. The trunks are available in black and come in a pack of three, priced at £18 and VAT exempt. 

To mark the launch, M&S has partnered with Mesha Moinrirad. In 2013, Mesha underwent an operation to have a stoma bag fitted after suffering with Irititable Bowel Disorder for many years.

Misha is now a keynote speaker, product designer and campaigner, supporting those with Ulcerative Colitis, Crohn’s and other chronic - but often invisible - conditions. 

Mesha said: “This product is so cool – 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.” 

Closer to colleagues, closer to customers 

The idea for stoma trunks was influenced by M&S colleagues sharing the idea via Straight to Stuart – the retailer’s colleague suggestion scheme. It followed feedback from colleagues and customers that, while last year’s stoma knickers were a brilliant and much needed innovation, men with stomas also needed accessible and supportive underwear options. 

As with the knickers, colleagues and customers living with a stoma played an important role in testing and feeding back on the product throughout its development to ensure the final design was both comfortable and practical. 

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.” 

Doing the right thing 

As the UK market leader in lingerie, M&S has a long history of leading the way in designing innovative and inclusive products which address the different needs of the retailer’s broad customer base. From the ‘new neutrals’ lingerie range which gives customers more choice of neutrals to complement different skin colours to period knickers (M&S successfully changed government legislation to make them VAT exempt) to post-surgery bras.   
 
M&S first introduced post-surgery bras more than twenty years ago off the back of a customer request and the range has now grown to a collection of 24 products. In 2023, M&S introduced a first of its kind clip-on pocket to the range which gives customers the option to wear their own prothesis with any bra.   
 
After talking to parents and experts, M&S also developed and introduced an easy-dressing range for children who have a sensory or physical disability. From all-in-ones that allow for a cast (for hip dysplasia) to tees and dresses with pockets for feeding tubes; all made with soft materials, minimal seams and hidden care labels that won’t irritate sensitive skin.   

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