Underoos

Underoos are a brand of underwear for children, produced by the Fruit of the Loom company. The packages include a matching top and bottom for either boys or girls, featuring a character from popular entertainment media, especially superhero comics, animated programs, and fantasy/science fiction. In many cases, the garment mimics the distinctive costume of the character, encouraging the wearer to pretend to be the character. In others it features an image of the character and/or logo on the undershirt.

History

Underoos were developed as a product idea in 1977 by an independent entrepreneurs, Larry Weiss, ^[1] and David B. Cook who obtained licenses for several comic book characters including Superman, Batman, Shazam, Wonder Woman, Supergirl, Captain America ^[2]. The product idea was first offered to Hanes, but was rejected. Scott Paper company pursued development and Underoos began as a promotion to sell paper products. Customers were able to send in a certain number of proofs of purchase of Scott products and a nominal fee and they would receive a package of Underoos. The shelf space aloted to paper broducts in the 1970s (the bottom) was not ideal for marketing to adults, but it was at the eye level of children, thus the idea was a fit.

Scott ultimately decided to not market the product. Fruit of the Loom had been engaged as supplier of the blank underwear and another vendor engaged to apply transfers. Informed of Scott Paper Company's decision to not market this novel product, Fruit of the Loom inquired if they would be permitted to market the product, now fully developed. ^{[citation needed]} Scott agreed, and in 1978 Fruit of the Loom bought Underoos. ^[3] The product was tested market in three markets including the New York Metropolitan area. Retailer and consumer demand was so strong, the product was immediately expanded to national distribution. ^{[citation needed]}