Will you ditch the thong for granny pants?
According to the New York Times, thongs are out and panties are in!
A new trend in underwear is sweeping the world, and it seems it has an underlying feminist message. Women are turning away from lacy, barely-there underwear and opting for complete coverage with comfy granny pants.
These comfy undies include briefs, boy shorts and high-waist briefs.
It seems it's now considered 'cool' to be wearing these full panties and data provided by the research company NPD group have the figures to back this up. Their findings show sales in thongs have decreased by 7% over the last year, while sales of fuller styles have grown 17%
With arms, legs and cleavage all being covered up more and more as trendsetters embrace the hipster movement, it's no surprise that underwear would be next to get the granny treatment.
"Within millennial and Generation Y consumer groups, it's considered cool to be wearing full-bottom underwear. Thongs have had their moment," Bernadette Kissane, a Euromonitor apparel analyst, told the New York Times.
Two twenty-somethings using the trend to their own advantage are Julia Baylis and her best friend, Mayan Toledano, the founders of boutique clothing label Me And You.
"I only wear granny panties," 22-year-old Julia told the paper.
Me And You only supply what they call "feminist underwear." The girls mainly stock cover-ups, not a string in sight, in an attempt to change what it means to feel sexy.
Their bestseller? 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, they have sold out.
Brands like Ten Undies, who specialise in full-coverage bottoms, are striving to make underwear that's comfortable, while still being fashionable. Daphne Javitch, Ten Undies owner, says it's no surprise the trend has taken off. "To be honest, men are into girls in T-shirts and white underwear," she told the paper.
We're all for embracing feminism when it comes to our undies, but we have one question… Is this a trend that works with leggings?!
