Underwear Ambassador

In the heat of Manhattan summer, ambassadors of Freshpair were right in the middle of times square promoting their underwear to tourists and New Yorkers.

There were lots of takers from teenagers to grandfathers and great-grandmothers who changed in public into a fresh pair of underwear to the cheers of spectators and rolling cameras.

In the spirit of many underwear brand images, Freshpair decided to launch National Underwear Day. Founded in August 2003, National Underwear Day is an event that evokes the care-free attitude of Sixties 'happenings', when free spirits took control of public spaces as venues for their art, their message. Freshpair belief underwear deserves a lot more recognition than it gets.

Americans spend more than $13 billion on intimate apparel each year and for that kind of money, we feel it is our duty to tell the world.

With National Underwear Day, Freshpair had taken underwear out of the dresser drawer and into the streets - by sending twenty male and female models out clad only in our finest undergarments.

The message is: "make sure you're wearing a fresh pair."