Hanes’ Latest Campaign Challenges Us to Say Goodbye to Worn-Out Undies

According to a recent survey commissioned by Hanes and Talker Research, the average American only has “four good pairs” of underwear, … on average, people are holding onto underwear for three years. One in 10 actually have underwear that is six years old. That’s a lot of wears!

For bras, 8% are wearing bras well past their prime - up to 10 years - and 43% of women admit they continue to wear bras that no longer fit.  And while 78% of people replace socks the moment holes appear, only 64% do the same for underwear. 

Let’s face it: everyone’s got that one pair of socks or underwear that you still wear long after it’s time to refresh them, because we think no one will ever see. You know the ones—frayed edges, suspicious holes, maybe a waistband that’s seen better days. Hanes, with a little help from their creative partner Special US, is here to say it’s time to let them go.

The campaign will make its debut in Times Square, with oversized black-and-white visuals of ultra-serious models strutting their stuff like they were auditioning for a high-end underwear ad. The twist? Those models were flaunting undergarments so worn out, you’d think they were rescued from a lost-and-found bin. Socks with gaping holes. Bras with underwires hanging on for dear life. Boxers so threadbare they could double as a colander. 

It’s the ultimate visual punchline—because let’s be honest, we’ve all been there. The models, oblivious to the state of their outfits, posing and showing off their holes and fray like they’re on the cover of a glossy magazine, make the absurdity even funnier. Then, in a burst of color, they swap out the old for fresh, comfortable Hanes essentials. Suddenly, they’re not just flaunting—they’re glowing.

Special US leaned into humour with a light touch, ensuring the campaign feels more like a knowing wink than a pointed critique. The creative team carefully balanced the line between playful and gross, ensuring the distressed garments looked authentically worn but never off-putting. By focusing on real weak points—like worn-out toes in socks or frayed elastic in bras—the visuals feel relatable to anyone who’s ever kept an item past its prime.

“At Special we are always looking for ideas that are based on human truths and this one is just so relatable,” said Amy Ferguson CCO of Special NY. “The team came up with a smart visual solution leaning into humour and absurdity. Some brands might shy away from showing old underwear but our partners at Hanes were down to lean in on the ridiculousness, knowing that we needed it to break through. What’s not to love about holey underwear on a giant Times Square billboard?”

Since kicking off their partnership in June 2024 with the Comfort, Period campaign, Hanes and Special US have been on a mission to redefine everyday comfort. Now, they’re taking things up a notch with a playful new campaign that’s part fashion spoof, part public service announcement for your top drawer. Enter “If You Wouldn’t Flaunt It, Refresh It,” a cheeky reminder that some things are just too far gone to keep.