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A Butt Above

Underwear entrepreneurs

This story appears in the February 2000 issue of Business Start-Ups magazine.

When we were little, we wore our Underoos with unparalleled pride...and for obvious reasons. Those Superfriends undergarments are what empowered us to sweep through the monkey bars in seconds flat and perform stellar cherry drops with nary a scratch. Let's face it, there's simply a lot to be said about the power of decorated undergear--a power that has shifted this once-unmentionable garment into a full-throttle accessory.

In today's market, anything goes, be it sexy, ugly, comfy or cheeky. The evolution of underwear owes a lot to the following five young entrepreneurs, each of whom successfully tapped into the youth-oriented garment industry from the bottom up.

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