Firstly, apologies for the less than pleasent photo but I feel it displays the concerns of many men perfectly!
“Every shirt-wearing man has been there. You’re feeling confident and looking good, when out of nowhere an unsightly sweat patch appears, and knocks you off your stride.” So say the promoters of FreshMax, the “no sweat shirt” that could be the perfect garment for the one week of the year when everyone suddenly decides to start jogging before work.
FreshMax doesn’t stop a man from sweating, but its makers claim that embarrassing patches will never be visible “in high-pressure board meetings . . . or even on that all-important first date”.
It draws perspiration away from the skin and spreads it very finely over a large surface area, encouraging it to dry quickly. This sounds rather like any standard wicking sports top, and the shirt feels like one too, yet it is actually 100% cotton.
The shirt comes in 16 colours and looks pleasant enough if you’re an M&S kind of guy. Nick Clegg, perhaps – may never spend a better £50.