This annual celebration, which was started in 2003, is the brainchild of Michael Kleinmann. Michael is an entrepreneur who launched, a site which sells - you guessed it - fresh pairs of boxers, briefs and thongs. So it came as no surprise when created National Underwear Day to bring attention to the first thing you put on and the last thing you take off. Part promotional vehicle, part public service announcement, this unofficial holiday serves as reminder for the outside world to celebrate what lies beneath.


Over the last 12 years National Underwear Day has been celebrated between 5 and 11 August with New York City model events, massive underwear giveaways, a pop-up shop in Columbus Circle, and a Times Square runway show. If the laundry list of amazing brands who sponsor the event - from Diesel to Tommy Hilfiger - doesn't move you, then perhaps the presence of taut and toned models will.


In 2013 they invited thousands of people to Times Square to break the Guinness World Record for largest gathering of people in their underwear. While they missed the record, they celebrated confidently with over 800 people of all ages and sizes dancing on Broadway.


National Underwear Day has been featured on CBS, Good Morning America, Fox News, Live with Kelly and Michael, The Huffington Post, and dozens more. Even as the event grows, the message continues to be about celebrating underwear. With every participant, it became clear that the core belief is as strong today as it was in 2003 - confidence is the byproduct of believing in one’s self.


Here at LL we are celebrating Underwear Day with our Past Pairs Promotion - order any 3 Past Pairs of Panties and only pay for 2. Enter promo code PPPROMO at checkout. This promotion is only valid until 23:59 SAST, 7 August 2014. Too good to be true? Go see for yourself. Don't forget to check out our Women's Month Boutique Stock Sale while you're at it...




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