David Beckham Boosts Briefs Sales

Selridge, a department store in London, has seen their sales of briefs underwear for men increase by 42% since the launch of the David Beckham for Armani campaign. Additionally, Armani has become their second-best selling brand since the campaign.

Image used with permission from splashnewsonline.com

“Men definitely wear tighter underwear now – our bestselling style is the tight trunk. In general, we’ve seen guys switching from woven boxers to this style,” their underwear buyer told the Telegraph.

However, their head buyer isn’t completely convinced it’s all David’s doing, but rather a fashion and lifestyle change that David represents.

men are a lot more confident about their underwear because they’re more confident about their bodies,” buyer Adrian Edward said. “More men go to the gym and keep fit, and they’re proud of their bodies. It’s reflected throughout clothing.”

While that may be the case, I bet David’s ad campaign–and girls’ reactions to it around the world–have certainly sped up this change!