Editing Underoos

{{short description|Brand of children's underwear}}
[[File:WWUnderoos.jpg|thumb|300px|[[Wonder Woman]] Underoos]]

'''Underoos''' is a brand of [[underwear]] primarily for children, produced by the [[Fruit of the Loom]] company. The packages include a matching [[Undergarment|top and bottom]] for either boys or girls, featuring a [[Character (arts)|character]] from popular entertainment media, especially [[superhero comics]], [[Cartoon#Animation|animated programs]], and [[Speculative fiction|fantasy/science fiction]].  Typically, the garment mimics the distinctive [[costume]] of the character, encouraging the wearer to [[Make believe|pretend to be the character]].  In other designs, it features an image of the character or [[logo]] on the [[Undergarment|undergarments]].

==History==
[[File:Underoos 1978 Ad.png|alt=Underoos Promotional Ad from 1978. It features two smiling children, a boy and girl, wearing the Spider-Man and Wonder Woman licensed undergarments in a wrestler-styled pose.|thumb|Underoos Promotional Ad, 1978]]

Underoos were developed as a product idea in 1977 by an independent entrepreneur, Larry Weiss,<ref name="larryweiss3">{{cite web |url =http://www.gort.net/ProductIndex.htm |title = List of products Larry Weiss developed over the years  |access-date = 2008-06-23}}</ref> who obtained licenses for the four major comic character groups ([[DC Comics]], [[Marvel Comics]], [[Hanna-Barbera]], [[Archie Comics]]), which included [[Superman]], [[Batman]], [[Captain Marvel (DC Comics)|Shazam]], [[Wonder Woman]], [[Supergirl]], [[Spider-Man]], and [[Captain America]].<ref name="larryweiss1">{{cite web |url=http://www.gort.net/Sermonsandstudies/Ethicsconflictletter.htm |title=UNDEROOS Ethics |access-date=2008-06-23}}</ref> 

The product idea was first offered to [[Hanes]], but was rejected. [[Scott Paper]] company pursued development, but ultimately decided to not market the product.  Fruit of the Loom had been engaged as supplier of the blank underwear and another vendor engaged to apply transfers. Informed of Scott Paper Company's decision to not market this novel product, Fruit of the Loom inquired if they would be permitted to market the product, now fully developed.<ref>James Dorsch, Scott Paper Co. conversation with Lawrence D. Weiss, Dec. 1977</ref> Weiss agreed, and in 1978 Fruit of the Loom bought Underoos.<ref name="larryweiss2">{{cite web |url=http://www.linescale.com/content/linescalers |title=Larry Weiss |access-date=2008-06-23 |url-status=dead |archive-url=https://web.archive.org/web/20111024170323/http://www.linescale.com/content/linescalers |archive-date=2011-10-24 }}</ref> 

Early advertisements for the brand featured images of boys and girls in wrestler poses with the marketing slogan "When the color lasts, and the fit lasts, and the quality lasts, and the joy lasts, it's got to be Underoos...the underwear that's fun to wear." 

The product was tested in three markets including the New York Metropolitan area.<ref>''The New York Times'', June 29, 1978: "Philip Dougherty interview with James Johnston, Marketing V.P. Union Underwear Co."</ref> Retailer and consumer demand was so strong the product was immediately expanded to national distribution.{{Citation needed|date=June 2008}} 

Fruit of the Loom licensed out the Underoos brand name to Bioworld, which made Underoos in adult sizes.<ref>{{cite web |url=https://www.hollywoodreporter.com/heat-vision/captain-underpants-how-underoos-got-origin-story-1008804 |title=Underoos: How an Underwear Craze Got Its Origin Story |website=[[The Hollywood Reporter]] |date=2 June 2017 }}</ref>  By the end of 2020, Underoos was selling out its existing stock.<ref>{{cite web | url=https://underoos.com | title=Everything Must Go | website=Underoos | archive-url=https://web.archive.org/web/20201204011843/https://underoos.com/ | archive-date=December 4, 2020| url-status=deviated}}</ref> Its homepage changed to a thank-you notice to customers in 2021.<ref>{{cite web | url=https://underoos.com/pages/underoos | title=Thanks for shopping Underoos! | website=Underoos}}</ref>

==In pop culture==
===Marvel Cinematic Universe===
In ''[[Captain America: Civil War]]'', [[Iron Man]] shouts out "Underoos" at [[Spider-Man in film|Spider-Man]] as a signal for the teenager to join the [[Civil War (comics)#Film|superhero confrontation]] and steal [[Captain America's shield]].<ref name=":0">{{Citation|title=Underoos! (Spider-man First MCU Appearance)| date=10 March 2016 |url=https://www.youtube.com/watch?v=3BtGvV_OqSE |archive-url=https://ghostarchive.org/varchive/youtube/20211212/3BtGvV_OqSE| archive-date=2021-12-12 |url-status=live|language=en|access-date=2021-10-05}}{{cbignore}}</ref><ref name=":1">{{Cite web|title=Spider-Man revealed in Marvel's new 'Captain America: Civil War' trailer|url=https://ew.com/article/2016/03/10/captain-america-civil-war-new-trailer-reveals-spider-man/|access-date=2021-10-05|website=EW.com|language=en}}</ref> The nickname references Spider-Man's [[youth]] and [[Spider-Man suit (Marvel Cinematic Universe)|suit]].<ref>{{Citation|title=Spider-Man "Hey Everyone" - Airport Argument Scene - Captain America: Civil War - Movie CLIP HD| date=10 August 2018 |url=https://www.youtube.com/watch?v=BNcxTNrtRdk |archive-url=https://ghostarchive.org/varchive/youtube/20211212/BNcxTNrtRdk| archive-date=2021-12-12 |url-status=live|language=en|access-date=2021-10-05}}{{cbignore}}</ref><ref>{{Cite web|last=Teniola|date=2021-01-19|title=Underoos|url=https://griffinstreaks.medium.com/underoos-1db5ccc0e2db|access-date=2021-10-05|website=Medium|language=en}}</ref><ref>{{Cite web|date=2020-10-12|title=Every Nickname Iron Man Gave Other MCU Characters Explained|url=https://screenrant.com/iron-man-tony-stark-mcu-characters-nicknames-explained/|access-date=2021-10-05|website=ScreenRant|language=en-US}}</ref> The Underoos reference resulted in numerous [[Internet meme|memes]] circulating online and being compiled into collections inspired by the [[Film scene|movie scene]].

Due to the product being sold predominately in America and being unfamiliar internationally, the [[Brand-name|brand name]] Underoos was exchanged for relevant regional meanings during the [[Captain America: Civil War|movie's]] [[Translation|translations]]. Some of the alternative names shouted by Iron Man to Spider-Man include the [[Nickname|nicknames]] [[Tights|c''ollants'']] ([[French language|French]])'', [[wikt:brat|pirralho]]'' ([[Portuguese language|Portuguese]])'', [[Pyjamas with feet|pijamalı]] [[wiktionary:çocuk|çocuk]]'' ([[Turkish language|Turkish]]), ''[[Leotard|joljori]]'' ([[Korean language|Korean]]), and ''[[Onesie (jumpsuit)|rugdalózós]]'' ([[Hungarian language|Hungarian]]).<ref name=":2">{{Cite web|date=2017-08-06|title=How Civil War's 'Underoos' Line Was Translated Around The World|url=https://screenrant.com/captain-america-civil-war-spider-man-underoos-line-translation/|access-date=2021-10-05|website=ScreenRant|language=en-US}}</ref>

==Styles==
{{div col|colwidth=22em}}
* [[The A-Team]]<ref name="underooboys1">{{cite web |url =http://www.juvenileclothing.com/kidsunderwear/underoos2.html |title = Boys Underoos |access-date = 2008-06-23}}</ref>
* [[Alvin and the Chipmunks]]{{Citation needed|date=June 2008}}
* [[Aquaman]]<ref name="underooaquaman1">{{cite web |url =http://aquamanshrine.blogspot.com/2007/01/underoos-1981.html |title = The Aquaman Shrine: Underoos - 1981 |access-date = 2008-06-23}}</ref>
* [[Archie Comics|Archies]] - [[Veronica Lodge|Veronica]]<ref name="underoogirls1" />
* [[Archie Comics|Archies]] - [[Archie Andrews (comics)|Archie]]
* [[Barbie]]<ref name="underoogirls1">{{cite web |url =http://www.juvenileclothing.com/kidsunderwear/underoosg1.html |title = Girls Underoos |access-date = 2008-06-23}}</ref>
* [[Batgirl]]<ref name="underoogirls1" />
* [[Batman]]<ref name="underooboys1" />
* [[Boba Fett]]<ref name="underooboys1" />
* [[Buck Rogers]]
* [[C-3PO]]<ref name="underoogirls1" />
* [[Captain America]]<ref name="larryweiss1" />
* [[Captain Power and the Soldiers of the Future]]{{Citation needed|date=June 2008}}
* [[Catwoman]]
* [[Chewbacca]]<ref name="underooboys1" />
* [[Darth Vader]]<ref name="underooboys1" />
* [[Deadpool]]
* [[Defenders of the Earth]]{{Citation needed|date=June 2008}}
* [[Despicable Me]]
* [[Disney's Adventures of the Gummi Bears]]{{Citation needed|date=June 2008}}
* [[Dukes of Hazzard|Dukes of Hazzard - Bo & Luke]]<ref name="underoogirls1" />
* [[Dukes of Hazzard|Dukes of Hazzard - Daisy]]<ref name="underoogirls1" />
* [[E.T. the Extra-Terrestrial]]
* [[Ewoks]]<ref name="underooboys1" />
* [[Flash (comics)|The Flash]]
* [[G.I. Joe]]<ref name="underoogijoe1">{{cite web |url =http://www.yojoe.com/archive/clothing/underoos.shtml |title = G.I. Joe Underoos |access-date = 2008-06-23}}</ref>
* [[GoBots]]{{Citation needed|date=June 2008}}
* [[Green Lantern]]{{Citation needed|date=June 2008}}
* [[Gremlins]]<ref name="underooboys1" />
* [[Han Solo]]<ref name="underooboys1" />
* [[Harry Potter]] - [[Gryffindor]]
* [[Harry Potter]] - [[Hufflepuff]]
* [[Harry Potter]] - [[Ravenclaw]]
* [[Harry Potter]] - [[Slytherin]]
* [[He-Man]]<ref name="underoo-heman-mask-thundercats-transformers">{{cite web |url =https://www.youtube.com/watch?v=u93bZBr7tu4 |title = Underoos MASK, He-Man, Transformers commercial from 1986 |website = [[YouTube]] |access-date = 2008-06-23}}</ref>
* [[Hot Rod (2007 film)|Hot Rod]]<ref name="underoohotrod1">{{cite web |url =http://www.firstshowing.net/2007/07/17/craziest-hot-rod-contest-ever/ |title = Craziest Hot Rod Contest Ever! |date = 17 July 2007 |access-date = 2008-06-23}}</ref>
* [[The Incredible Hulk]]<ref name="underooboys1" />
* [[Iron Man]]{{Citation needed|date=June 2008}}
* [[Joker (character)|The Joker]]
* [[Number Four / The Séance (Klaus Hargreeves)|The Séance (Klaus Hargreeves)]] 
* [[Knight Rider (1982 TV series)|Knight Rider]]{{Citation needed|date=June 2008}}
* [[Lazer Tag Academy]]{{Citation needed|date=June 2008}}
* [[Lone Ranger]]
* [[Luke Skywalker]] - [[Return of the Jedi]]<ref name="underooskywalkerjedi1">{{cite web |url =http://theswca.com/index.php?action=disp_item&item_id=40 |title = Star Wars Collectors Archive - Luke Skywalker (Jedi) Underoos |access-date = 2008-06-23}}</ref>
* [[Luke Skywalker]] (Flight Suit)<ref name="underooboys1" />
* [[M.A.S.K. (franchise)|M.A.S.K.]]<ref name="underoo-heman-mask-thundercats-transformers" />
* [[Monchhichis]]{{Citation needed|date=June 2008}}
* [[Ms. Pac-Man]]<ref name="underoomrspacman1">{{cite web | url=http://www.tomheroes.com/Video%20Games%20FS/video%20games/burbs/memorabilia/memorabilia.htm | archive-url=https://web.archive.org/web/20040820194650/http://www.tomheroes.com/Video%20Games%20FS/video%20games/burbs/memorabilia/memorabilia.htm | url-status=usurped | archive-date=August 20, 2004 | title = Video Game Memorabilia |access-date = 2015-02-20}}</ref>
* [[Pac-Man]]{{Citation needed|date=June 2008}}
* [[Peanuts]]
* [[Plastic Man]]
* [[Power Rangers]] - [[Green Ranger]]
* [[Power Rangers]] - [[Pink Ranger]]
* [[Princess Leia]] - Return of the Jedi<ref name="underoogirls1" />
* [[Princess Leia]] - [[The Empire Strikes Back]]<ref name="underoogirls1" />
* [[Punisher]]
* [[R2-D2]]<ref name="underoogirls1" />
* [[The Real Ghostbusters]]
* [[Robin (comics)|Robin]]{{Citation needed|date=June 2008}}
* [[Roger Rabbit]]{{Citation needed|date=June 2008}}
* [[Scooby-Doo]]{{Citation needed|date=June 2008}}
* [[Captain Marvel (DC Comics)|Shazam]]<ref name="larryweiss1" />
* [[Spider-Man]]<ref name="underooboys1" />
* [[Spider-Woman]] (Jessica Drew)<ref name="underoogirls1" />
* [[Stormtrooper (Star Wars)|Stormtrooper]]
* [[Supergirl]]<ref name="underoogirls1" />
* [[Superman]]<ref name="underooboys1" />
* [[Teenage Mutant Ninja Turtles]]
* [[Thing (comics)|The Thing]]<ref name="underooboys1" />
* [[Thundercats]]<ref name="underoo-heman-mask-thundercats-transformers" />
* [[Tonto]]<ref name="underooboys1" />
* [[Transformers (toy line)|Transformers]]<ref name="underoo-heman-mask-thundercats-transformers" />
* [[Twiki (robot)|Twiki]]
* [[Wonder Woman]]<ref name="underoogirls1" />
* [[Yoda]]<ref name="underooboys1" />
{{div col end}}

==References==
'''Notes'''
{{reflist}}

==External links==
* [https://underoos.com Underoos] Official site

[[Category:Products introduced in 1977]]
[[Category:Berkshire Hathaway]]
[[Category:Children's underwear]]
[[Category:Underwear brands]]