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Designers and retailers

A number of major designer labels are renowned for their underwear collections, including Calvin Klein, Dolce & Gabbana, and La Perla. Likewise, specialist underwear brands are constantly emerging, such as Andrew Christian, 2(x)ist, Leonisa, and Papi.

Specialist retailers of underwear include high street stores La Senza (Canada), Agent Provocateur (UK), Victoria's Secret (U.S.), and GapBody, the lingerie division of the Gap established in 1998 (U.S.). In 2000, the online retailer, Freshpair, started in New York and in 2008 Abercrombie & Fitch opened a new chain of stores, Gilly Hicks, to compete with other underwear retailers.

The 2014 Stockholm Skateathon was sponsored by Björn Borg and the advertising campaign encouraged participants either skateboarding or longboarding, for example, to wear undergarments, and whilst it received criticism by the skateboarders, some people ended up dressing in the undergarments