America gets cheeky as National Underwear Day approaches
As public conversations around self-image grow louder, National Underwear Day continues to gain momentum across the country. The quirky holiday, which Freshpair founded in 2003, has evolved from a marketing idea into a celebration that blends advocacy and style through body positivity and self-expression. As America gets cheeky leading up to National Underwear Day, its mission to challenge outdated beauty ideals becomes even more urgent and deeply ingrained in today’s cultural landscape.
Underneath the humor lies a deeper cultural shift toward confidence, identity and inclusive visibility. Here’s how Americans are celebrating, why it matters and what this day says about the changing fabric of self-image in public life.
A closer look at National Underwear Day
National Underwear Day began on Aug. 5, 2003, when Freshpair launched the holiday to help people embrace their underwear with confidence. Originally a body positivity campaign, it quickly grew into a national and eventually global celebration.
Over the years, Freshpair has taken the celebration to the streets. Events have included model showcases in New York City, a pop-up shop in Columbus Circle and a full-on runway show in Times Square. One of the most notable moments happened in 2013, when over 800 people of all ages and sizes gathered in Times Square to dance on Broadway and attempt to break the Guinness World Record for the largest gathering of people in their underwear.
Why it resonates with Americans
Across the country, Americans are leaning into the message of National Underwear Day with creativity and pride. But while celebratory posts flood social media, these platforms often mirror deeper body image struggles that many people begin to face as early as childhood. Research shows that children as young as three start internalizing body stereotypes, and by elementary school, up to 60% of girls and 87% of LGBTQIA+ youth report dissatisfaction with their bodies.
With these statistics revealing how early and how intensely body image pressures can take hold, National Underwear Day becomes more than just a moment of fun; it’s a small but visible rejection of narrow beauty standards. By offering more diverse, empowered representations in both digital and real-life spaces, the holiday helps push back against decades of shame, silence and unrealistic expectations.
How people are celebrating
Participation in National Underwear Day ranges from subtle gestures to community-wide events. While some use the day to quietly update their wardrobe with affirming, well-fitting pieces, others participate in more expressive acts such as themed photo shoots or underwear swaps. Through the years, the hashtag #NationalUnderwearDay has appeared in videos on platforms like TikTok and YouTube, reflecting growing interest and playful engagement with the holiday online.
Riding that wave, retailers like Freshpair continue to fuel the excitement by offering limited-time sales, inclusive campaigns and sponsored giveaways. These efforts encourage participants to see underwear not just as a product, but as a tool for self-expression and identity.
Easy ways to join the fun
National Underwear Day is about tuning in to what makes you feel grounded, good and a little playful. You can keep it private or go all-in online; either way, there are plenty of ways to join the fun.
Pick your favorite pair
Sometimes, celebrating starts with something as simple as choosing the underwear that makes you feel most at ease. Cotton briefs, bold prints or even a lace pair saved for special occasions can each bring a quiet, meaningful sense of joy. Selecting a favorite pair becomes a private act of self-care that can subtly shift your mood and confidence as the day unfolds.
Post with confidence
For those who feel comfortable sharing online, National Underwear Day is a chance to post something bold and affirming. The #NationalUnderwearDay tag fills up with people celebrating their bodies on their own terms. These posts help normalize body diversity and promote positive representation, making social media a more welcoming space.
Host a mini runway
Celebrating can also be playful and communal. Some people organize low-key fashion shows at home, turning their living rooms into makeshift runways with laughter and cheer. Doing this with friends, family or roommates transforms National Underwear Day into something that feels joyful, inclusive and genuinely uplifting.
Try something new
The holiday is also a great time to break out of your comfort zone. Trying new fabrics like bamboo, modal or hemp often means better comfort and sustainability. Or maybe it’s time to explore a cut or color you’ve never worn before. Stepping outside your usual choices can lead to surprising boosts in confidence and personal style.
Talk about comfort
One of the most lasting ways to engage with National Underwear Day is through conversation. Talking about what makes people feel good or uncomfortable in their clothes can foster connection, especially among friends or communities that value honesty and support. It’s a reminder that comfort isn’t just physical; it’s emotional and social, too.
Beneath the fabric, a message of self-love
National Underwear Day may come wrapped in humor, but its impact stretches well beyond the waistband. In celebrating this quirky holiday, Americans are embracing something bigger: a collective movement toward self-expression, inclusivity and joy. And as more people participate online, publicly or in quiet moments at home, the message continues to encourage authenticity in all its forms.
Zuzana Paar is the creator of Sustainable Life Ideas, a lifestyle blog dedicated to simple, intentional and eco-friendly living. With a global perspective shaped by years abroad, she shares everyday tips, thoughtful routines and creative ways to live more sustainably, without the overwhelm.