There is an age old tradition in advertising that sex sells, and that seems the underwear market, perhaps unsurprisingly has fallen victim to this trend.
M&S got into hot water by some for humongous pictures of David Gandy in his smalls hitting you in the face every time you popped in for a lunchtime sandwich.
Elle MacPhearson created a successful underwear empire on the back of her reputation as The Body and who can forget a certain Marky Mark back in the 90s flashing his white smile in his even whiter Calvins!!
So when I hear there is a new kid on the block in the form of Ballymena online underwear company, UtilityBear.com, I half expected to see pictures of County Antrim’s finest parading round in their tighty whiteys. Not so, but it was even better as Superman took some time off from saving lives to show his support for this fledging online retailer.
Maybe it will come as a surprise but the majority of underwear is purchased by women-both for themselves and for their significant other. The clever Utility Bear people have used this opportunity and offer a mix of women’s and men’s brands such as Jockey, Sloggie and Truimph available to purchase through its online site.
I guess if you are buying pants for your fella then it would be rude not to pop a few pairs in for yourself – genius! Almost feels like free pants-well sort of. Although there are a limited number of brands currently available, I’ve been informed that more will be added in time.
I recently read an article that said that you should Feng Sui your underwear drawer every once in a while to create more chemistry in the bedroom. Ahem…. well if you think this applies to you – hopefully the pretty pieces on this site will give you a pep in your step and bedroom antics to give even Madonna a run for her money!
By Grainne McGarvey. Spotting local hidden gems from the world of beauty, health, fashion, tourism and hospitality. I have my ear to the ground (quite literally) to keep you up to date about the new or interesting products and services from our neck of the woods. If you know one – get in touch on twitter @grainnemcgarvey or at www.pulseprni.com