A Newcastle based swimwear maker has hit out at the Alton Towers Resort after they announced that they were banning men from wearing tight-fitting swimwear.

Alton Towers Resort announced on 10 August 2009 that males were no longer allowed to wear tight-fitting swim-wear to the resort in order to "prevent embarrassment... and to maintain the family-friendly atmosphere at the resort".

However, Newcastle-based swimsuit manufacturer, Kiniki, has called the decision an insult to common sense and to Europeans. Kiniki founder, John Walker claims that tight swimsuit regulations are more hygienic and fears that "tourists are going to be fuming to be told they can't wear tight trunks for aesthetic reasons".

Walker claims that tight fitting trunks are more appropriate for theme parks because they are less likely to be caught on a slide.

Some of the public feel that this decision is sexist, however, the resort has also mentioned that women who come to the park in thongs are acting inappropriately.