A new study shows that there’s a young generation of women who have discovered a brand new kinda ‘sexy’ in the most unlikely of places: their grandmothers’ underwear drawers!
“When I walk into a lingerie store, I’m always like, ‘O.K., which drawer in here is for the grannies?’ ” Daphne Javitch, 35, said of her predilection for ample-bottomed undies.
That preference led Ms. Javitch, back in 2010, to found Ten Undies, a line with a cult following that sells cotton full-bottom bikinis, boy shorts and high-waist briefs not unlike the kind immortalized in “Bridget Jones’s Diary.” (“Hello, mommy.”) Ten’s wares are comfortable and practical, to be sure, but that’s hardly the only draw.
Apparently sales of thongs have dropped 7% over the past year and the study shows tat sales of underwear styles offering more coverage (i.e. ‘granny panties) have actually increased 17% during the same time period.
More details about this growing popularity of granny panties below…
According to a report in the New York Times, sales of thongs have dropped 7% over the last year. Conversely, the date from NPD Group reveals that underwear styles offering more coverage have jumped 17%.
Erica Russo, the fashion director for accessories, cosmetics and intimate apparel at Bloomingdale’s, said that indeed there has been a “shift in the business.” She noted that the trend is in line with the higher-waist and roomier pants styles that have dominated fashion this season.
The thong bathing suit was introduced in 1974 by designer Rudi Gernreich as a protest against Los Angeles banning nude beaches. What’s mostly forgotten is that Gernreich created skimpy suits for both women and men. (No idea why only one caught on.)
It wasn’t until the ’90s, however, that thong underwear became ubiquitous, popping out of the backs of women’s jeans, young and old, famous and civilian. They were so popular back then, they actually earned Sisqó multiple Grammy nominations.
But times have changed and so has a woman’s right to choose her drawls! Not only have we embraced bonnets, we’re rocking ‘granny panties’ too!
Their best seller is a pair of white cotton underpants with the word “feminist” printed in pink bubble letters across the rear. Since the line’s introduction on April 7, the panties have sold out.
“Most lingerie is designed to appeal to a man,” Ms. Baylis said. “For us, that’s not even a consideration. This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know.”
At the end of the day, it’s all about options and the freedom of choice.
“There’s nothing wrong with wanting to be more traditionally sexy and wearing a thong; that doesn’t mean you’re not a feminist,” Ms. Toledano said.
“This is a step toward embracing more variety in what’s offered.”
Are you a conservative Connie or a butt bearing Bernice?