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Butt of Jokes and Joke of Butts

An article in the New York Times today is a bit booty-obsessed. About five months ago Steven Lien opened up his dream store in Portland — Under U For Men — and it's been wildly successful, with plans for two more branches. … Read More

By / April 19, 2007
Jewcy loves trees! Please don't print!

An article in the New York Times today is a bit booty-obsessed. About five months ago Steven Lien opened up his dream store in Portland — Under U For Men — and it's been wildly successful, with plans for two more branches. The store sells only novel or little-known brands of men’s underwear. Lien says, “The store was profitable within 30 days. And I didn’t open on Gay Street, U.S.A. I opened on Main Street, U.S.A.”

Novelty underwear, for decades the butt of jokes and the joke of butts, has, in the last two to three years, turned into a serious business, capturing a significant share of the $1.1 billion men’s knit-underwear (that is, excluding boxers) market. In all their goofy glory, briefs in bright colors, zany prints, new materials and daring cuts are undermining the classic white brief’s long-held status as king of the hill. In 2006, white’s share of the market dipped below 50 percent for the first time in decades, if not ever.

Who knew there was such a market for men's skivvies? But my friend B says, "Those are man panties! I just don't like little underwear on boys."

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