Hanes

Americans are holding onto their underwear and bras far longer than recommended, on average three years, with some pairs lasting six or more. This behavior undermines comfort and confidence, but most people don’t think twice about it.

Encourage people to refresh the items they’d never flaunt. By spotlighting the reality of overworn, hole-y undergarments, we created a relatable cultural truth and positioned Hanes as the brand that makes starting fresh simple.