Figure 1.--These Fruit-of-the-Loom Underoos were offered in the Sears 1979 catalog. Some of the first Underoos to be marketed naionally. There were offerings for both boys and girls.

Underoos are not precisely a garment type, but rather a brand introduced by Fruit of the Loom with existing underwear types (T-shirts and briefs) done as costumes--mosdtly super-hero costumes. An Underoo set includes a matching top (usually a T-short) and bottom (usually brierfs). They were done for both boys and girls, but we believe they were more popular with boys. This needs to be confirmed. There were done as basically a costume for popular entertainment cgaracters. Super heros were especially popular with boys. They were also done with animated chaeracters and fantasy/science fiction. The super hero Underoos could mimic the distinctive costume of the character because many wore tights. Other underoos could not really effectively mimic the character's costume With these Underoos there was an image of the character and/or logo on the undershirt. Larry Weiss cane up with the idea for Underros (1977). He obtained the needed licenses for the four major comic character groups (D.C. Comics, Marvel Comics, Hannah-Barbera, Archie Comics). This provided the legal right to use Superman, Batman, Shazam, Wonder Woman, Supergirl, and Captain America among others. Weiss presented the idea first to Hanes, but they were not interested. Scott Paper company considered the idea. Fruit of the Loom finally seized upon the idea. They were already involved in some similar product lines. They produced blank underwear used to apply transfers. Fruit of the Loom approsached Weiss. Thus it was Fruit oif the Loom which purchased Underoos (1978). The company tested marketed Underoos in three markets, including New York City area. Market reaction was very strong andcthey decided to go ahead with production. We note Underoos in the Sears Catalog (1979).

Created: 6:53 PM 10/29/2009
Last updated: 6:53 PM 10/29/2009