Some of our customers inform us how much they use to enjoy wearing the old Wards department store style double-seat briefs. In some previous post, customers told how the double-back from Wards felt thicker and made playing little league sports much more comfortable. Shown above is a newspaper ad from the early 1980's that took up nearly the entire page! It seemed boys liked these briefs for the comfort-fit and moms liked the durability of the double-back!
This bike was almost every kids dream back in the 1970's. Today you can find them restored on ebay for about $2,500. Remembering your childhood doesn't have to cost you a fortune. Tiger Underwear offers long wearing, double thickness seat briefs just Like You Wore Before! Tiger Briefs are available in both men's and boys sizes and will only set you back $19.99.
Most brands of men's underwear in the 1960's such as Hanes and BVD all featured a double-seat. Some of these men are the same ones that in fought in World War II or known today as the "Greatest Generation". Department stores were shown to advertise these briefs for boys but they also marketed them to men that expected comfort and quality that only came from a full cut double-seat brief.
Researching department store catalogs from the 1970's gives us a glimpse of the style of men's and boys fashions. The popularity of boys double-back briefs is even shown today on a retro streaming service.
Shown here is the advertisement for boys underwear in the 1960's. The ad shows the dashes on the waistband as well as noting the "Soft Double-Fabric Back".