Hanes Says ‘If You Wouldn’t Flaunt It, Refresh It’ In Ads

As people try to stick to New Year’s resolutions, Hanes has issued its own maxim for fresh starts: “If You Wouldn’t Flaunt It, Refresh It.”

Created by agency of record Special U.S., the brand’s new campaign calls out people’s habit of wearing undergarments well past their prime. You know: holey socks, bras with exposed underwire, loose-thread underwear, you name it.

According to a survey conducted by Hanes and Talker Research, the average American only has four good pairs of underwear, with people holding onto underwear for three years on average.

It also found that 43% of women wear bras that no longer fit, 78% of people replace socks the moment holes appear, and only 64% do the same for underwear. 

Hanes straddled the line between playful and gross in ads that debuted in Times Square and feature models in old, distressed garments who then opt for a refreshing, new look in Hanes essentials.

“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,” Amy Ferguson, chief creative officer of Special NY, said in a statement.

Per Statista, the global men’s and women’s underwear markets are expected to see annual growth of 2.68% and 2.6 % respectively through 2029.

‘Comfort, Period‘

Last June, Hanes named Special U.S. as its agency of record.

“Comfort, Period” was its first work as AOR. The initiative aimed to normalize conversations around menstruation by promoting its period underwear line.

In October, the brand brought it to life in Williamsburg, Brooklyn where consumers could trade in tampons or pads for a free pair of Hanes Comfort, Period underwear. The ad also ran across out-of-home in New York, social, and digital media.