The campaign ads with David Beckham in the Emporio Armani underwear has caused quite a stir, increasing sales for tighty whities by 50 per cent according to a retailer.  After the photos of the sexy soccer star went out, Selfridges saw a huge increase in sales of the white briefs, outselling boxer shorts by two to one.  Armani will be very happy that the entire Emporio Armani underwear range was also up in sales by 30 per cent.  Director of menswear David Walker claimed:

"David Beckham is a global style icon, appealing equally to men and women. Where he goes, fashion is bound to follow, so briefs are the big story for underwear."

Unfortunately for British men, the tighty whities Becks modeled that you can see here, are not available in England until next year.  Too bad for their partners too who wanted to buy those particular undies for the holidays for their men and fantasize they have Becks at home with them.  The black briefs look better though don't you think? I'm sure sales for those will be just as popular if not more.

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