Have you taken a close look at men’s underwear lately, other than what turns up in your weekly laundry? I had occasion to peruse the men’s lingerie section of a major department store the other day and I can’t tell you how much fun it was. The names the marketing people come up with to describe men’s skivvies are just too hilarious. They surely deserve a Nobel Prize for creative fiction. The brand names are all riffs on size, power and even calibre! Check these out:

  • Magnum
  • Big Eagle
  • Champion
  • Colt
  • Performance
  • Prodige
  • Hero
  • Urban Touch (seriously??)

What I didn’t see was:

  • Crop-duster
  • Skidmark
  • Babyface
  • Rust belt

I don’t think I’ve ever seen women’s underwear with similarly ambitious names. Our frillies are usually just called “Thong, Bikini, Hi-rise leg” or a similar fairly obvious description. Maybe there’s an opportunity here for creative marketers to jump on the bandwagon with new names for women’s underwear:

There could be a considerable difference between what’s advertised and what’s in the package.
  • Stud buster
  • Steel magnolia
  • You wish
  • Secret treasure
  • In your dreams

Men’s underwear names are ego-enhancing and denote power, which I am pretty sure is not always reflective of the contents or the wearer. But then, most women know men’s egos need constant stroking! Baby boomer women were raised to be good listeners. As soon as we started dating we were coached to ask our dates about themselves, and they were only too happy to oblige—for hours and hours and hours. We’ve already proven our staying power.

I know it’s always risky to generalize but when I read about dates-gone-bad in the agony columns in local newspapers, the challenges never change. Even enlightened millennials are forced to suffer through painful first dates with guys who are so self-absorbed it never occurs to them that we might have something of value to say as well. “All he did was talk about himself; his work, his car; his sports” is a common complaint from women in the dating market. And they wonder why they’re ghosted.

Some things never change, including what’s up in men’s underwear. Until attitudes change and women start insisting upon proof in advertising, we’ll just have to double check for inferior goods and not fall for false claims. If they aren’t willing and happy to meet us on equal ground and recognize that we’re also worthy of such labels as Heroine, Boss Lady or Conqueror, then just leave ’em on the shelf for some other less discriminating poor soul. Thank heavens we were born women and don’t have to suffer the stress of constantly stroking our ego, through our underwear.

Deb from Milton thinks it rocks!

To order a copy of my new book BOOMER BEAT from Amazon, click here.

 

Lynda Davis

As an early Baby Boomer, born in 1947, it seems to me that as we approach our retirement years, Boomers have gone from being the energy driving our nation to slowly becoming invisible. We risk losing our identity as society remains stubbornly youth-centric. And the irony is that Gen Xers and Ys are not the majority; we are. BOOMERBROADcast is my platform for being the voice of Baby Boomers, women in particular. We've generated a lot of changes over the decades but there's still a long way to go. After a 40-year career in the corporate world, I've taken up expressing the observations and concerns of our generation. Instead of pounding the pavement in my bellbottoms with a cardboard sign, I'm pounding my laptop (I learned to type on a manual typewriter and old habits die hard). If you have issues or concerns you would like voiced or have comments on what I've voiced, I'd love to hear from you. We started breaking the rules in the sixties and now that we're in our sixties it's no time to become complacent. Hope you'll stay tuned and if you like BOOMERBROADcast, share it with your friends. Let's rock n' roll! If you would like to be notified whenever I publish a new posting, click on the little blue box in the lower right of your screen that says +Follow→ Lynda Davis

This Post Has 4 Comments

  1. The problem today is it will be called sexual harassment if they start naming women’s underwear. Check out the teens department and I think you may see the labels you don’t see in the women’s section😉

    Gail from Oakville

  2. That’s why marketing is a full-time paying job. Thanks for your comments Lesley. Stay tuned. . .

  3. Really had a giggle at this post, loved reading it. You do have to wonder who comes up with the names.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Close Menu
×
×

Cart

%d bloggers like this: