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NEW YORK (AP) — Some things are fashion, and some are necessity. Where do men's undergarments fall? Increasingly, right in the middle.

There's a guaranteed market that needs to replenish supplies no matter what the economy is doing. But innovation in style and technology has made boxers, briefs and undershirts that were once an afterthought into a buzz-worthy category of men's clothes. So much so that H&M is debuting ads for its new undergarment collection by David Beckham during the Super Bowl on Sunday, and Jockey wasted no time signing football star Tim Tebow as its new spokesman.

It makes sense as a growth category, says Marshal Cohen, chief industry analyst with market research firm The NPD Group, but it took the right conditions to get on the fashion industry's radar: streamlined design, comfortable stretch fabrics, the idea that dressing starts at the base layer and that shabby-chic doesn't cut it anymore.

Men, in general, aren't as interested in fleeting trends, he adds. They are, however, willing to buy an "evolved" product if they need to replace an old one. And, Cohen says, as has happened with smartphones or athletic apparel, sometimes men will trade up if they think there's genuine newness.

Source: The Associated Press

by admin

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