Or they think us burly men wear womens underwear.

Or it could be to do with St. Valentines Day.

Oi !  What you men doing in my Ladies room??

And I'm not seeing a Gossard ad

It's obviously so you men can get your undies without the embarassment of going in to a shop

Well, you do wear black lace sometimes  - don't you?

Gossard is no good while you're riding....ahem, a bike, that is........

but great post cycling attire