Every business is always looking for a little exposure to improve its bottom line -- that's the case for a one-of-a-kind Portland store that's building its reputation as an undercover outlet for men's fashionable underwear.

Under U 4 Men on 5th and SW Broadway in Portland is for men what Victoria's Secret is for women.

Owner Steven Lien opened his store just six months ago.

KGW photo

“Some of the guys might feel intimidated the first time they walk in. That really goes away in the first seconds… touching the fabrics, enjoying the bright colors and being able to make sure the size is going to fit you,” Lien said.

The idea was to dress up what all men see wear but few see.

Lien found plenty of support from manufacturers worldwide.

“We have product coming in from Barcelona, Spain, Australia, Columbia, El Salvador, really all over the world,” he said.

Thirty five brands jockey for space with names like Aussie Bum, C-in-2, Ginch Gonch, Triple X and Artifical Flavor.

And the store even has several models.

“They come into the store and they see me standing there in my underwear,” said model Gerald Swanson. “I usually get one group of teenage girls to swoon.”

Customers won't find any Hanes in the store. From boxers to briefs, designer underwear now is environmentally friendly.

“We're talking about bamboo, soy milk fiber fabrics, organic cottons,” Lien said.

At least 60 percent of his store’s underwear is purchased by women.

Prices for designer underwear start at about $20 dollars.

A new Under U 4 Men store will open at Bridgeport Village in July.