The Dirty Truth About Men's Underwear

A fresh pair of underwear and socks each day is certainly not something we give a thought to, however shocking statistics have been uncovered by Mintel suggesting that only 78% of British men change their underwear and socks on a daily basis. With British women achieving a bit more respectable 95%. You would think they could hold back on airing our dirty laundry in public but no it made it to The Huffington Post, The Times of India and even South Africa's IOL.

"Our research reveals there is a distinct whiff of laziness amongst men in the UK today when it comes to underwear. You might assume that for personal hygiene reasons everyone puts on clean underwear when they get dressed at the start of the day, yet only eight in ten men appear to be doing so. It seems that the influence of a partner is a positive one when it comes to changing underwear and socks, with those who are married more likely to change their underwear on a daily basis (88%)."

Richard Caines, Senior Consumer Analyst at Mintel

At the Car Wash! ... Just Another Day at Andrew Christian

Proceed with caution!





Andrew Christian have continued with their promotional videos with their Freshman Car Wash. Which leaves very little to the imagination. The raunchy video has already clocked up 600 000 views in just four days and has been marked as age restricted and this isn't even the uncensored version. The video when posted on the Andrew Christian website crashed the servers!

Lingerie Models Create Chaos at the Musee d'Orsay

Etam, the French underwear brand covertly sent in models to film a teaser clip for their S/S 2012 collection. The video has gone viral, creating a debate in France, and with objections from Musee d'Orsay. It has reached such a level that the museum may sue the fashion label.


On Tuesday, Etam published the escapade online without the museum's permission. Guerrilla performance art it has been described by some, and vulgar by others. The video is being used to promote Etam's fashion show online in late January. The same trio of models have also stripped off at the Eiffel Tower and the Charles de Gaulle airport to create similar commercials.


It's given us an idea or two ...

No Pants Day

If you had been riding the London Underground or its equivalent in 59 major cities, in 28 countries around the world today you may have stumbled upon the sight of what appeared to be trouser-less commuters travelling to work, all part of the global 11th Annual No Pants Day, which for some reason some one decided was a great idea to hold in the second week of January each year.


Improv Everywhere co-ordinated the flash mobs which adorned many of the world's newspaper imagery some of which is shown below.

And here is a video from New York City showing just how co-ordinated this event is.

Levi's Arriving Soon!

We can confirm that we have submitted our first order for Levi's Underwear which will be arriving shortly. We have a uploaded a few pictures of the Levi's range which will include trunks, tees, tanks, boxer briefs and button fly boxers too. These will also be at rates reduced from the recommended retail prices. If there is a product range or style you would like to see added to the collection please let us know and we will endeavour to stock this product in the near future.

BREAD & BUTTER 2012

We are heading to BREAD & BUTTER from 18th - 20th January in Berlin. Our first visit to what appears to be a big party at an airport with a serious theme, this is even backed up by the maxim "fun & profit". We are already trying to woo new brands to The Undie Factory but this can be an arduous task.

We have on the cards for the near future, Bench, Ben Sherman, Levis, Dockers and Fruit of the Loom. We still have a few niche brands which we are contemplating as well. We are going to have to amend our brand navigation on the website to cope with the additions.

BREAD & BUTTER was founded in 2001, it has been held twice a year in January and July ever since. Following three events in Cologne, BREAD & BUTTER moved to Berlin in January 2003. With Barcelona as its second location from July 2005 on, BREAD & BUTTER took place both in Berlin and Barcelona, and from July 2007 to January 2009, BREAD & BUTTER was held exclusively in Barcelona.

In July 2009 BREAD & BUTTER returned to Berlin and has taken place at the historic Berlin-Tempelhof Airport ever since.

With over 600 exhibitors from the sectors of Denim, Sportswear, Street Fashion, Function Wear and Casual Dressed Up, BREAD & BUTTER represents the contemporary segment of Street and Urbanwear. With its exclusive brand portfolio and recognition from the European and global textile industry, which has grown and has established itself over the last ten years, the leading trade fair and superior trademark BREAD & BUTTER provides a unique and extremely popular meeting point for buyers, retailers and press representatives from the textile industry.

We will update you with pictures of our trip and hopefully news of exciting brand additions soon. You can check out the Brand Bible at the B&B website.

David Beckham Launches Mens Underwear with H&M

H&M has unveiled its latest campaign, featuring footballer David Beckham in his collaboration with the Swedish chain.


David teamed up with H&M to create a range of underwear that will be available from February. The eighteen month collaboration, which H&M says will focus on “fit, function, comfort and design”, will consist of nine underwear styles for men, as well as a variety of T-shirts, vests, pajama bottoms and long johns.


David appears in the series of black and white ads, some show him wearing boxer briefs while others have him in a tank top.


“Working with a team has always been a key part of my life and I found that to be the same when developing this range. Collectively with my design team we spent time working on the feel, fit and style to ensure the product is not only something I would wear but one which I would be proud to put my name to. I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am.”
David Beckham

New Andrew Christian Advertising Images

Andrew Christian's new Underwear lifestyle marketing images for Autumn Winter 2011 feature model Chance as photographed by Gregory Frye.
The imagery features the new Andrew Christian Slim Focus Boxer Short.