Women Are Trading In Their Thongs For Granny Panties, According To A New Sales Study

June 1, 2015  |  

Sorry Sisqo, but thongs are no longer in!

According to The New York Times, the millennial generation is no longer interested in wearing thongs and the sales statistics appear evident with the same conclusion. So what are young women wearing?

Granny underwear!

Daphne Javitch who founded the underwear company Ten Undies, told the NY Times, “When I walk into a lingerie store, I’m always like, ‘O.K., which drawer in here is for the grannies?” She launched her line in 2010 in order to create a following for women who want to cover their bottom with cotton fabric and need practical comfort. Bernadette Kissane who serves as an apparel analyst at marketing firm Euromonitor noted, “Within millennial and Generation Y consumer groups, it’s considered cool to be wearing full-bottom underwear. Thongs have had their moment.”

Thong sales have decreased seven percent, whereas the sales of briefs, boy shorts and French-cut briefs have grown to 17 percent. The founders of clothing boutique Me And You, Mayan Toledano and Julia Baylis who’ve created the hit selling “feminist” brief panties revealed women of the millennial generation believe their sexuality should be based on their own likes and  pleasure. Baylis continued by stating, “Most lingerie is designed to appeal to a man,” Ms. Baylis said. “For us, that’s not even a consideration. This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know.” Hello Beautiful lingerie line creator Greer Simpkins agreed. In her own observations of women shopping at Victoria’s Secret, Simpkins overheard many women ask their friends or their male romantic partners if they liked the lingerie they chose.

Because these female entrepreneurs are shifting how consumers shop and empowering women with their mission statements, more are deciding what actually makes them feel sexy, yet comfortable. For example, a model Myla Dalbesio says she wears French-cut styled underwear because it flatters her body type. She also clarified that the lingerie industry should produce more material for women who don’t fit the “ideal” body type so, they too, can feel desirable.

Do you agree with Dalbesio? Or do you still wear your “thong, thong, thong” with no worries?

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