Underoos is a brand of underwear primarily 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. Typically, the garment mimics the distinctive costume of the character, encouraging the wearer to pretend to be the character. In other designs, it features an image of the character or logo on the undergarments.
History
Underoos were developed as a product idea in 1977 by an independent entrepreneur, Larry Weiss,[1] who obtained licenses for the four major comic character groups (DC Comics, Marvel Comics, Hanna-Barbera, Archie Comics), which included Superman, Batman, Shazam, Wonder Woman, Supergirl, Spider-Man, and Captain America.[2]
The product idea was first offered to Hanes, but was rejected. Scott Paper company pursued development, but 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.
In pop culture
Marvel Cinematic Universe
In Captain America: Civil War, Iron Man shouts out "Underoos" at Spider-Man as a signal for the teenager to join the superhero confrontation and steal Captain America's shield.[9][10] The nickname references Spider-Man's youth and suit.[11][12][13]
Styles
External links
- Underoos Official site
References
- List of products Larry Weiss developed over the years retrieved 2008-06-23^
- UNDEROOS Ethics retrieved 2008-06-23^
- James Dorsch, Scott Paper Co. conversation with Lawrence D. Weiss, Dec. 1977^