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BVD is a brand of men's underwear, which are commonly referred to as "BVDs". The brand was founded in 1876 and named after the last initials of the three founders of the New York City firm: Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day.[1][2] The BVD brand, originally produced for men and women, in the United States is now produced solely for men by Fruit of the Loom. The BVD brand is also sold in Japan.[3][4]

Key Information

History

[edit]
BVD advertisement from 1915

BVD first manufactured bustles for women. They then became famous for their men's union suits made of heavy knitted fabric. In 1908, that bulky and tight-fitting garment was turned into a new kind of loose-fitting underwear. They went on to introduce a two-piece and the popular union suit[5][2] as well as a lightweight waffle-like fabric with the advertising slogan, "Next to Myself I Like BVD Best".[1]

At the beginning of the 1930s, BVD was purchased by the Atlas Underwear company of Piqua, Ohio. During the Great Depression, they were successful in manufacturing swimsuits for men, women and children. They patented their own fabric, Sea Satin, a rayon woven satin backed with latex for stretch.[6][7] They also used knits of cotton, wool and rayon, and cellophane. Their swimsuits featured in major fashion magazines and high-fashion stores. Styles included form-fitting maillots as well as full-skirted swimsuits. They offered suits for men with detachable tops. In 1929, Olympic swimmer Johnny Weissmuller, who went on to become the most famous Tarzan in motion pictures, was hired as a model and representative. He was featured at swim shows throughout the country wearing the BVD brand of swimsuits, handing out leaflets and giving autographs.[8][9]

In 1951, the brand was purchased by Superior Mills. BVD was first to start packaging underwear in plastic bags for the mass market. In the 1960s and 1970s, they started introducing sportops, a pocket T-shirt, and fashionable underwear made of nylon.[citation needed] In 1976, BVD was purchased by Fruit of the Loom. The company filed for bankruptcy in 1999 and was purchased by Berkshire Hathaway in 2001.[10]

In other languages

[edit]

In certain dialects[which?] of Spanish, the term bibidí, pronounced like the English initials, is an eponym for a man's sleeveless underwear T-shirt.[11][12]

[edit]
  • The 1923 jazz song "Hula Lou" by Jack Yellen, Milton Charles and Wayne King features the lyrics: "I'm Hula Lou. I'm the gal that can't be true. I do my nestin' in the evenin' breeze 'Neath the trees You oughta see me shake my BVDs."[13]
  • The 1924 song "Hard Hearted Hannah (The Vamp of Savannah)" includes the lyrics: "An evening with Hannah sitting on your knees / Is like traveling through Alaska in your BVDs"
  • 1931 film CHARLIE CHAN CARRIES ON. It's suggested that Charlie Chan buy himself a pair of iron underwear, BVD's.
  • In the 1960s and 70s, in the area around Woonsocket, Rhode Island, (which was part of the Blackstone Valley), BVDs were sometimes affectionately called "Blackstone Valley Duds."
  • In the 1963 Disney film The Sword in the Stone, the wizard Merlin can be seen wearing a pair of pink BVD underwear beneath his robe (around 15:42 run-time).
  • In the 1969 novelty song Gitarzan by artist Ray Stevens references the "Gitarzan" character as "As he swings through trees without a trapeeze, in his BVD's ..."[14]
  • In Tom Lehrer's western parody song "The Wild West is Where I Want to Be," Lehrer sings "I'll wear a pair o' Levis over my lead B.V.D.'s" jokingly using BVDs as radiation protection in the Los Alamos National Laboratory.
  • In the 1926 song "Coney Island Washboard" (Lyrics added at an unknown time, at least prior to 1978)[15] one of the lyrics reads "She could rag a tune right through the knees of a brand new pair of B.V.D.'s on her Coney Island washboard roundelay."[16]
  • "And as sure as Santa Claus wears red BVDs, I know somebody will have an alibi you can't break with a sledgehammer." - Columbo (1990) s09e04 "Rest in Peace, Mrs. Columbo", timestamp: 46:54 - https://archive.org/details/9.4RestInPeaceMrsColumbo
  • In the 1993 novel Stone Butch Blues by Leslie Feinberg, the main character, a butch lesbian, is described to be wearing BVDs. "You laid out a pair of fresh white BVDs and a T-shirt for me and left me alone to wash off the first layer of shame."
  • "You think that would put my piretical BVDs in a twist..." -Blackstache, in Peter and the Starcatcher Scene 6
  • In the Bob Rivers novelty Christmas song "Didn't I Get This Last Year?," a man complains about having received "some socks, some socks and some tiny BVDs" from his Aunt Louise for Christmas, which he can't get up past his knees, and asks her to return them.
  • The 1928 song "Nagasaki" by Harry Warren and Mort Dixon Nagasaki (song) includes the lyrics: "Those torrid teases / In B.V.D.ses / Heaven help a sailor on a night like this!"
  • In the 2004 song An Open Letter to NYC by the Beastie Boys, in the second verse, Ad-Rock mentions "Get my B.V.D's from V.I.M..."
  • The 1990 song “Things That Make You Go Hmmm” by C+C Music Factory includes the lyrics “Ain’t no way he could be cheatin’ on me/I wonder who bought him those B.V.D.s?”
  • In Edward Eager's 1956 novel Knight's Castle, four children travel back in time to the age of Ivanhoe, and are promptly accused of devil worship by a guard who misinterprets the initials B.V.D. on one of the travelers' pajamas as standing for "Benvenuto Diavolo" (Latin for "Welcome Devil").

Notes

[edit]
[edit]
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BVD

View on Grokipedia
from Grokipedia
BVD, originally stylized as B.V.D., is an American clothing brand specializing in men's underwear and undergarments, renowned for pioneering comfortable, breathable designs that became synonymous with the category itself. Founded in 1876 in New York City by entrepreneurs Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day—whose initials inspired the name—the company initially produced women's undergarments, including bustles, before shifting focus to men's apparel in the late 19th century. BVD gained prominence for introducing innovative knitted fabrics and one-piece union suits in the early 1900s, which evolved into two-piece athletic styles by the 1920s, revolutionizing male underclothing from heavy woolens to lighter, more practical options. The brand's products, often simply called "BVDs," became a cultural staple in American fashion, symbolizing everyday comfort and durability through much of the 20th century. In 1976, BVD was acquired by Fruit of the Loom, under which it continues to produce a range of men's briefs, boxers, and related items, maintaining its legacy as a foundational name in intimate apparel.

Brand Overview

Founding and Name

The BVD brand was founded in 1876 in as a partnership between Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day. The company initially focused on manufacturing women's undergarments, particularly bustles designed to enhance the silhouette of floor-length dresses, along with other knitted apparel. This early emphasis reflected the Victorian era's demand for structured women's fashion accessories. The brand name BVD derives directly from the initials of its three founders: Bradley, Voorhees, and Day. The B.V.D. Company, later incorporated from the partnership, quickly established itself in the undergarment market through innovative knitted fabrics aimed at comfort and .

Current Status and Ownership

In 1976, acquired the BVD trademark, integrating it into its portfolio of brands. Fruit of the Loom filed for bankruptcy in December 1999 amid financial challenges, including slowing sales and mounting debt. Berkshire Hathaway completed its acquisition of Fruit of the Loom's apparel business in April 2002 for approximately $835 million, making it a wholly owned subsidiary. As of November 2025, BVD operates as a subsidiary brand under Fruit of the Loom, with production centered on men's underwear such as boxer briefs and limited apparel items. The brand emphasizes classic, affordable styles like briefs and boxers, targeting everyday basics without significant recent product revamps. BVD products are primarily available in the U.S. market through major retailers including Walmart, Macy's, and Amazon, alongside online sales channels. Under Berkshire Hathaway's ownership, the brand maintains a steady, niche presence in the affordable men's basics segment as part of the company's broader apparel holdings.

Historical Development

Early Years and Product Shift

BVD initially focused on women's undergarments during the late , producing bustles and that catered to the demands of the era. The company expanded its operations in the and by manufacturing floor-length dress bustles and knit for women, establishing a foothold in the burgeoning knitwear market. This period marked organic growth through specialization in supportive and functional apparel, leveraging the popularity of bustled silhouettes in women's fashion. By the early , BVD pivoted toward men's apparel, introducing porous knit that emphasized and . In , the company launched its first men's two-piece union suits, a departure from the restrictive one-piece designs prevalent at the time, which quickly became a and helped define the brand's identity in the undergarment industry. These suits utilized innovative porous knit fabric designed for ventilation, marking a significant product shift from women's items to men's needs. Early marketing for these men's products highlighted comfort and as core benefits, positioning BVD as a modern alternative to the heavy, constricting Victorian undergarments that dominated prior decades. Advertisements promoted slogans like "let your body breathe" and stressed the hygienic advantages of the porous material, appealing to health-conscious consumers amid rising awareness of personal sanitation. This strategy effectively differentiated BVD from competitors, fostering rapid consumer adoption through print campaigns that underscored revolutionary ease and well-being. By 1910, BVD had solidified its reputation as a household name for men's underclothing across the , with the two-piece union suits symbolizing the brand's successful transition and market dominance. The product's popularity reflected broader societal shifts toward practical, comfortable attire, cementing BVD's role in reshaping everyday menswear.

Acquisitions and Expansions

In , the B.V.D. Company merged with the Atlas Company based in , marking a significant shift that enhanced the brand's distribution networks and facilitated the introduction of diversified product offerings. This acquisition allowed B.V.D. to leverage Atlas's manufacturing capabilities and retail partnerships, expanding its reach to major U.S. department stores and catalogs during the early years of the . By 1951, the B.V.D. and associated assets were sold to Onyx-Superior Mills, Inc., a established textile firm, which integrated the brand into its broader operations focused on and outerwear production. Under Superior Mills' ownership, B.V.D. benefited from the company's established supply chains and production facilities, enabling more efficient scaling within the competitive menswear sector. This move positioned the brand for sustained growth amid post-World War II economic recovery. In 1976, the B.V.D. brand was acquired by Union Underwear Company, a of , Inc., which significantly boosted production capacity and market penetration through its extensive distribution infrastructure. positioned B.V.D. as an upscale line targeting premium retail channels, leading to expanded manufacturing and sales volumes that solidified its presence in the American market. Concurrently, the establishment of the B.V.D. Licensing Corporation in 1976 initiated formal international licensing agreements, laying the groundwork for global expansion beyond domestic borders.

Products and Innovations

Underwear Lines

BVD pioneered the shift from restrictive one-piece union suits to more comfortable, loose-fitting alternatives in the early . In 1908, following its acquisition by brothers and Abraham Erlanger, the company transformed its heavy knitted union suits into a looser, athletic-style one-piece , which quickly evolved to include two-piece sets comprising separate undershirts and drawers. This innovation addressed the discomfort of traditional undergarments, offering greater for the modern man. By the turn of the century, BVD advanced its product line with a lightweight waffle-weave fabric, prized for its breathability and ability to wick moisture, making it ideal for everyday wear in warmer conditions. This material underpinned the brand's popular athletic union suits, which featured sleeveless tops and short legs, further emphasizing ease and ventilation. The fabric's introduction coincided with memorable advertising, including the slogan "Next to myself, I like B.V.D. best," which captured the product's close-to-the-skin comfort and propelled sales to a peak of approximately 7.2 million pairs annually by the mid-1920s. In the mid-20th century, BVD expanded its underwear offerings to include enduring styles such as athletic supporters for support during , fitted for streamlined fit, and relaxed boxers for casual comfort, all designed with a focus on durability through reinforced seams and resilient blends. These lines built on the brand's for practical, long-lasting undergarments that balanced support and breathability. By the , BVD maintained a prominent position in the U.S. men's undergarment market, reflecting its ongoing influence despite rising competition.

Other Apparel and Fabrics

In the 1930s, BVD expanded its product line beyond underwear to include swimsuits, introducing the Sea Satin line crafted from a patented fabric designed for enhanced comfort in water. This fabric, patented in the early 1930s, consisted of a rayon woven satin backed with latex to provide stretch, allowing it to conform to the body while offering quick-drying properties and reducing chafing during use. The innovative design enabled water to pass through the outer layer while the latex backing repelled moisture from direct contact with the skin, making it suitable for both men's and women's swimwear styles such as the Classique and Square Back models advertised in 1936 and 1938. Building on this success, BVD ventured into athletic wear and outer apparel during the mid-20th century, incorporating similar knit technologies into items like sport shirts and casual . These products, often made from cotton-rayon blends, emphasized durability and flexibility for active lifestyles, as seen in 1940 advertisements promoting summer shirts and slacks. By the 1940s and 1950s, such extensions helped BVD diversify amid growing competition in the apparel market. The adoption of fabrics like Sea Satin exemplified BVD's strategy to stand out in through , where material innovations provided practical advantages in performance and comfort over traditional or alternatives. This focus on patented textiles not only supported sales but also informed broader apparel lines, reinforcing the brand's reputation for in recreational and everyday clothing.

Marketing and Cultural Influence

Advertising Campaigns

BVD's advertising in the early , particularly during the , relied heavily on print and campaigns that targeted middle-class men, promoting the brand's undershirts and drawers as a liberating alternative to restrictive Victorian-era undergarments. These advertisements emphasized themes of personal freedom, comfort, and quality, portraying the products as essential for modern, active lifestyles free from the constraints of tight clothing. A cornerstone of these efforts was the iconic 1920s slogan "Next to Myself I Like BVD Best," which underscored the intimate, reliable nature of BVD's offerings and became a cultural touchstone for the brand's focus on superior personal comfort. Following the merger with the Atlas Company, BVD intensified its promotional strategies, including expanded retail partnerships with major chains like Roebuck and J.C. Penney, as well as innovative point-of-sale materials and educational campaigns on product quality. This period saw a substantial increase in advertising budgets; for instance, in 1936, with sales surpassing the previous year, the company announced a significant expansion of its 1937 advertising expenditures to broaden market reach. These investments propelled BVD to national recognition by the 1940s, establishing it as a household name synonymous with American men's and embedding the brand in U.S. cultural . In the mid-20th century, BVD's campaigns shifted toward highlighting the durability and practicality of its products for , often featuring relatable scenarios of ordinary men in routine activities to convey reliability without relying on celebrity figures. This approach reinforced the brand's image as a dependable choice for the family man, aligning with broader industry trends toward hygiene, athleticism, and functional comfort in daily life.

References in Media

BVD, as a longstanding brand of men's , has permeated culture, often serving as a for everyday undergarments and embodying mid-20th-century ideals of masculine comfort and . By the mid-20th century, "BVDs" had evolved into a metonym for men's in U.S. English, frequently used generically to denote , drawers, or union suits regardless of . This linguistic entrenchment reflected the brand's widespread adoption and cultural familiarity following its innovations in lightweight, porous fabrics during the early 1900s. The brand appears in music as a humorous or relatable detail. In Ray Stevens' 1969 novelty hit "Gitarzan," the lyrics portray the titular jungle hero swinging through trees "without a trapeze, in his BVD's," evoking a carefree, primal masculinity. Similarly, C+C Music Factory's 1991 track "Things That Make You Go Hmmm..." references BVDs in a verse questioning infidelity: "I wonder who bought him those BVD's," highlighting suspicions in modern relationships through the lens of intimate apparel. These mentions underscore BVD's role in media as a symbol of ordinary American life, from comedic tropes to subtle nods at personal , cementing its place in 20th-century cultural .

Global and Linguistic Aspects

International Markets

BVD's international footprint outside the is primarily concentrated in , where the brand has maintained a licensing agreement with Fujibo Holdings since 1976. Under this , Fujibo handles the , production, and of BVD products adapted for the Japanese consumer, incorporating local preferences for comfort, durability, and functionality. The dedicated website bvd.jp features a range of localized offerings, including fitted in the GOLD series made from high-grade , as well as like the GRID-TEC+ innerwear line, which includes antibacterial and odor-resistant hoodies and T-shirts designed for all-season use and outdoor activities. Beyond , BVD's distribution in and other Asian markets has been limited, leveraging the networks of its parent company, , following Berkshire Hathaway's acquisition of the firm out of . Products are available sporadically through online platforms and select retailers, such as in the UK and Ubuy in , but without dedicated local production or widespread retail presence. This constrained approach reflects the brand's reliance on U.S.-based and capabilities to serve these regions. The brand has faced significant challenges in achieving broader international expansion, primarily due to fierce from entrenched local manufacturers in and , which offer culturally attuned designs and pricing. Consequently, BVD's global strategy emphasizes targeted exports from its American facilities rather than extensive localized operations, allowing it to capitalize on its heritage while navigating market barriers. In , however, these efforts have yielded strong results through that underscores its quality and American legacy.

Usage in Other Languages

In certain Spanish-speaking countries of Latin America, the term "bividí" (a phonetic adaptation of the brand initials B.V.D.) has become slang for a man's sleeveless undershirt or tank top. This usage is documented primarily in Peru and Ecuador, where it refers to a sleeveless men's t-shirt, and to a lesser extent in northern Colombia, though it is now considered obsolete there. The term originated from the popularity of B.V.D. brand underwear in the mid-20th century, particularly gaining traction in Peru during the 1950s as the brand's products became widely available. While the slang has not extended significantly into Portuguese-speaking regions of , such as , where standard terms like "cueca" predominate for men's , there are occasional references to "BVD" as a generic term influenced by U.S. cultural exports through media and trade. In other Latin American dialects, the term occasionally appears in informal contexts for undergarments, reflecting broader American brand influences. (Note: limited direct sources for ; based on general linguistic patterns from ASALE.) In Asian languages, "BVD" remains primarily a name without developing into widespread ; for instance, in , the operates under its original name for apparel sales, including lines. European contexts show only minor imported terminology, with no established equivalents for undergarments beyond occasional recognition in English-influenced discussions. The overall linguistic stems from the phonetic spelling of "BVD," popularized through 1930s-1940s U.S. radio broadcasts and films that exported American consumer culture.

References

  1. https://www.fotlinc.com/our-brands/bvd/
  2. https://www.snopes.com/fact-check/bvd-underwear-name/
  3. https://www.worthpoint.com/dictionary/p/textiles-clothing-accessories/luxury-brands-and-fashion-designers/bvd-clothing-label
  4. https://www.vam.ac.uk/articles/a-brief-history-of-mens-underwear
  5. https://www.defunkd.com/blog/2011/08/26/bvd-brand/
  6. https://vintagefashionguild.org/resources/item/label/b-v-d/
  7. https://www.fotlinc.com/our-company/history/
  8. https://bgdailynews.com/2002/05/01/fruit-of-the-loom-emerges-from-bankruptcy/
  9. https://www.berkshirehathaway.com/news/apr3002.html
  10. https://www.nytimes.com/2001/11/02/business/berkshire-set-to-acquire-apparel-giant.html
  11. https://www.fotlinc.com/our-company/
  12. https://www.amazon.com/stores/BVD/page/487CDC32-4368-46F7-B3BA-DB77C978ECE7
  13. https://www.walmart.com/ip/BVD-3-Pack-Men-s-Microfiber-Boxer-Briefs-Cooling-Fabric-Odor-Protection/3584444760
  14. https://www.macys.com/shop/featured/bvd-underwear
  15. https://archive.org/details/storyofmensunder0000cole
  16. https://thebhc.org/branding-1930s-case-bvd
  17. https://www.nytimes.com/1929/07/19/archives/the-business-world.html
  18. https://www.nytimes.com/1951/08/02/archives/bvd-trademark-changes-owners-principals-of-onyxsuperior-mills-inc.html
  19. https://www.company-histories.com/Fruit-of-the-Loom-Inc-Company-History.html
  20. https://mycompanies.fandom.com/wiki/B._V._D._Company
  21. https://imagesofoldhawaii.com/bradley-voorhees-day/
  22. https://collections.sea.museum/objects/87094/advertisement-for-bvd-swimsuits-1936-with-squareback-class
  23. https://collections.sea.museum/objects/87703/advertisement-for-bvd-swimsuits-made-by-the-bvd-corporation
  24. https://www.ebay.com/itm/225765080701
  25. https://www.collectorsweekly.com/articles/how-boxers-and-briefs-got-into-mens-pants/
  26. https://www.nytimes.com/1936/12/23/archives/bvd-ad-budget-larger.html
  27. https://genius.com/Ray-stevens-gitarzan-lyrics
  28. https://www.musixmatch.com/lyrics/C-C-Music-Factory/Things-That-Make-You-Go-Hmmm
  29. https://www.fujibo.co.jp/en/wp/wp-content/uploads/fujibo_integrated_report_2024-en.pdf
  30. https://fashiontechnews.zozo.com/en/research/grid_tec
  31. https://www.bvd.jp/
  32. https://www.berkshirehathaway.com/news/nov0101.html
  33. https://www.ebay.co.uk/itm/286086911743
  34. https://www.ubuy.fr/en/product/2DAV0TRA-bvd-mens-underwear-amp-undershirts
  35. https://dialnet.unirioja.es/descarga/articulo/3822821.pdf
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