Underoos
Encyclopedia
Underoos is a brand of underwear for children, produced by the Fruit of the Loom
company. The packages include a matching top and bottom for either boys or girls, featuring a character from popular entertainment media, especially superhero comics, animated programs, and fantasy/science fiction. In many cases, the garment mimics the distinctive costume of the character, encouraging the wearer to pretend to be the character. In others it features an image of the character and/or logo on the undershirt. Children often enjoy these due to the stark coloring and the imaginative design behind it.
, Marvel Comics
, Hanna-Barbera
, Archie Comics
) which included Superman
, Batman
, Shazam
, Wonder Woman
, Supergirl
, and Captain America
. 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. Weiss agreed, and in 1978 Fruit of the Loom bought Underoos. The product was tested in three markets including the New York Metropolitan area. Retailer and consumer demand was so strong, the product was immediately expanded to national distribution.
Fruit of the Loom
Fruit of the Loom is an American company which manufactures clothing, particularly underwear. The company's world headquarters is in Bowling Green, Kentucky. It is currently a subsidiary of Berkshire Hathaway.-Company profile:...
company. The packages include a matching top and bottom for either boys or girls, featuring a character from popular entertainment media, especially superhero comics, animated programs, and fantasy/science fiction. In many cases, the garment mimics the distinctive costume of the character, encouraging the wearer to pretend to be the character. In others it features an image of the character and/or logo on the undershirt. Children often enjoy these due to the stark coloring and the imaginative design behind it.
History
Underoos were developed as a product idea in 1977 by an independent entrepreneur, Larry Weiss, who obtained licenses for the four major comic character groups (DC ComicsDC Comics
DC Comics, Inc. is one of the largest and most successful companies operating in the market for American comic books and related media. It is the publishing unit of DC Entertainment a company of Warner Bros. Entertainment, which itself is owned by Time Warner...
, Marvel Comics
Marvel Comics
Marvel Worldwide, Inc., commonly referred to as Marvel Comics and formerly Marvel Publishing, Inc. and Marvel Comics Group, is an American company that publishes comic books and related media...
, Hanna-Barbera
Hanna-Barbera
Hanna-Barbera Productions, Inc. was an American animation studio that dominated North American television animation during the second half of the 20th century...
, Archie Comics
Archie Comics
Archie Comics is an American comic book publisher headquartered in the Village of Mamaroneck, Town of Mamaroneck, New York, known for its many series featuring the fictional teenagers Archie Andrews, Betty Cooper, Veronica Lodge, Reggie Mantle and Jughead Jones. The characters were created by...
) which included Superman
Superman
Superman is a fictional comic book superhero appearing in publications by DC Comics, widely considered to be an American cultural icon. Created by American writer Jerry Siegel and Canadian-born American artist Joe Shuster in 1932 while both were living in Cleveland, Ohio, and sold to Detective...
, Batman
Batman
Batman is a fictional character created by the artist Bob Kane and writer Bill Finger. A comic book superhero, Batman first appeared in Detective Comics #27 , and since then has appeared primarily in publications by DC Comics...
, Shazam
Captain Marvel (DC Comics)
Captain Marvel is a fictional comic book superhero, originally published by Fawcett Comics and later by DC Comics. Created in 1939 by artist C. C. Beck and writer Bill Parker, the character first appeared in Whiz Comics #2...
, Wonder Woman
Wonder Woman
Wonder Woman is a DC Comics superheroine created by William Moulton Marston. She first appeared in All Star Comics #8 . The Wonder Woman title has been published by DC Comics almost continuously except for a brief hiatus in 1986....
, Supergirl
Supergirl
Supergirl is a female counterpart to the DC Comics Superman. As his cousin, she shares his super powers and vulnerability to Kryptonite. She was created by writer Otto Binder and designed by artist Al Plastino in 1959. She first appeared in the Action Comics comic book series and later branched out...
, and Captain America
Captain America
Captain America is a fictional character, a superhero that appears in comic books published by Marvel Comics. The character first appeared in Captain America Comics #1 , from Marvel Comics' 1940s predecessor, Timely Comics, and was created by Joe Simon and Jack Kirby...
. The product idea was first offered to Hanes
Hanes
Hanes and Hanes Her Way are brands of apparel currently owned by the HanesBrands, Inc Corporation...
, 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. Weiss agreed, and in 1978 Fruit of the Loom bought Underoos. The product was tested in three markets including the New York Metropolitan area. Retailer and consumer demand was so strong, the product was immediately expanded to national distribution.
Styles
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