National Underwear Day was launched by Fresh Pair in August 2003.  The holiday attempts to evoke the care free 60's attitude.  So on National Underwear Day free spirits everywhere give underwear the attention it deserves...or at least 20 well paid models get the attention they deserve, walking through busy sections of major cities clad only in undergarments. 

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$13 billion is spent for underwear in the United States. National Underwear Day takes underwear investment out of the dresser and down to the streets.  The scantily clad models do more than stop traffic.  They also perform the important work of conducting underwear surveys and collecting petition signatures that urge recognition of National Underwear Day