06/03/2026
It's Wednesday and time for THEN AND NOW! Founded in 1876, BVD revolutionized the underwear industry by shifting men away from bulky, full-body union suits to loose-fitting, two-piece garments. Named after its three New York founders-BRADLEY, VOORHEES, and DAY, BVD became so famous for its comfort that the initials became a generic term for all men's underwear. The company originally made women's bustles and heavy knitted garments. Soon, they adapted their breathable knot fabrics to create more comfortable long underwear for men and women. In 1908, the company was acquired by Erlanger Brothers. The company made history by introducing the two-piece, loose-fitting "athletic" undershirt and drawers. This replaced the tight, restricting wool undergarments of the era. BVD cemented its household name through brilliant marketing. Their famous advertising slogan, "Next to myself, I like BVD best," became a pop-culture staple. In the 1930's, they even launched a wildly successful line of swimwear fronted by Olympic swimmer and Tarzan actor Johnny Weissmuller. During the post-war era, BVD capitalized on the shift from undershirts to standalone T-shirts, and eventually introduced colorful "fashion" briefs for a younger, hip generation. After several decades of changing hands between companies like Atlas Underwear and Superior Mills, the BVD trademark was acquired by Fruit of the Loom in 1976. Today, Fruit of the Loom continues to market and distribute the BVD brand, particularly in international markets like Japan.
