Selfridges, the UK chain of department stores, is reporting that since the David Beckham Emporio Armani underwear photo hit the internet, the retailer has witnessed a 50% increase in sales of similar tighty-whities.
According to the Manchester Evening News, “They are currently outselling boxer shorts by two to one. Demand for the entire Emporio Armani underwear range was also up 30 per cent. Director of menswear David Walker-Smith said: ‘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.'”