Men Turn to Pink Undergarments to Perk Up in Recession

As women dye their hair blonde or pick up a fiery red lipstick to get into a better mood during these hard financial times, men also have their own way of fighting the blues – with pink undergarments, Jockey says for the Daily Mail. Over the past couple of months, the underwear company has reported soaring sales for items that come specifically in baby pink, and vouches that it’s all because men feel down due to the recession and this is the best way to perk up.

According to the internationally famous underwear company, pink is not the only color of choice for men at this moment. Other items that have also sold very well with gentlemen come in baby blue, red with white and a very fancy pistachio green. However, Jockey adds, it’s the pink underpants alone that have registered a boost in sales of over 62 percent only in the last three months.

“When the economy’s gloomy, shoppers tend to make small, often unconscious, decisions in their consumer habits.” Ruth Stevens, brand manager at Jockey Underwear, tells the Daily Mail. “Men may feel out of control during the recession, so they make small choices which may lighten their mood and one of these is evidently choosing brighter underwear.” Stevens further explains.

At the same time, the company underlines that, while the boost in sales is most welcome, it is not the first time that the industry has witnessed such a phenomenon. During the great depression of 1935, Jockey points out, sales also went up for a specific model of boxer shorts, which had an image of the world imprinted on it. This is to say that, then too, men chose to disregard the plain underpants in favor of something more colorful and inducing of a better mood, it has been noted.

Women, on their part, are also contributing heavily to the underwear industry, also on account of the recession. Just recently, luxury brand Agent Provocateur reported an incredible boost in sales that not only allowed it to survive on the market, but also to expand with several outlets in countries where it had none before.