Sisqo Mourns For Our Generation As Millennial Women Stop Wearing Thongs


According to The New York Times, women these days are saying “what what” to the notion that they wouldn’t have fabric completely covering their “butts butts.”

(Nailed that lede. Gonna take the rest of the post off.)

Yes, the underwear that was part of the cultural zeitgeist in the spring and summer of 2000 has fallen out of disfavor with women who came of age listening to how dudes love to see them in thongs.

“Within millennial and Generation Y consumer groups, it’s considered cool to be wearing full-bottom underwear,” said Bernadette Kissane, an apparel analyst at the market intelligence firm Euromonitor. “Thongs have had their moment.”

Data provided by the research company NPD Group back her up. Sales of thongs decreased 7 percent over the last year, while sales of fuller styles — briefs, boy shorts and high-waist briefs — have grown a collective 17 percent.

It seems weird to think about, but for the longest time, women weren’t even allowed to wear comfortable underwear. Think chastity belts, corsets, whatever the hell a bustier is. Even lacy, sexy lingerie that we guys love isn’t designed with comfort in mind.

It’s just supposed to look hot for us. Which is kinda stupid.

But, with equality so en vouge these days, it makes a lot of sense that the women would do whatever the hell they want under their outfits.

“Most lingerie is designed to appeal to a man,” Ms. [Julia] Baylis [founder of a new underwear company called Me and You] said. “For us, that’s not even a consideration. This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know.”

That’s not to say Me and You’s customers don’t want to feel sexy; they absolutely do. “What’s sexy for us is being natural and comfortable,” Ms. [co-founder Maya] Toledano said.

Hey, I agree. Now all we need is Sisqo to release a followup called ‘White Cotton Undies.’

That’s a jam us male feminists can fuck to. Not misogynistic. Empowering for the ladies while still talking about their panties. That’s sexy.

[H/T Cooper]