It's called Homme Mystere, and it's a line of lingerie cut especially for men. You can get bras, panties, and teddies especially cut for men. The website isn't shy about why guys would buy these either. This is the desription from a male g-string,
"Lovely men's crotchless g-string/thong designed to let it all hang out! Stretch lace waistband, small bow at the front with a diamante to finish it off."
Wow, SUPER manly. Click the picture above for more pics of the products. WARNING: many moose knuckles. Full product website HERE.