THONG CAT
When Stephanie Jacek opened Le Bustiere Boutique in Washington’s Adams Morgan, she thought everyone would want thongs.
“I had a huge stock of thongs for the grand opening,” she said.
Now, about a year and a half later, she still has some of that original stock left.
“I get very few requests for thongs,” she said. “People are not that interested.”
The style of underwear with a full front but only small string back rose to popularity in the ’90s and peaked in the early 2000s. Although the lacy undergarment managed to hold on for quite a while, it appears thongs are on the way out.
According to a study by NPD Group, thongs sales fell 7 percent over the past year as boy shorts and full bottom underwear sales increased 17 percent. A New York Times article suggests the decline is due to changing attitudes toward sexuality – women don’t only want to look sexy for someone else, they want comfort and beauty for themselves.
In her local shop, Jacek has seen the shift firsthand.
“I sell a lot more regular panties than thongs these days,” she said. “A lot of people are opting for comfort.”
The New York Times article mentions designers Julia Baylis and Mayan Toledano of Me and You, a boutique clothing label. They’ve seen demand for full bottom underwear grow, and their designs are made for women who think “natural and comfortable” is just as sexy as skimpy. A pair of white, cotton “granny panties” with the word “feminist” written across the back has been their biggest seller since it debuted in April.
Kiersten Ballman owns Coup de Foudre Lingerie in Washington. She said the increase in demand for full-bottom underwear, especially cotton, has been noticeable.
“There is a general trend with customers preferring fuller coverage,” she said. “I also have more and more customers requesting 100 percent cotton.”
But, in her shop, thongs haven’t fallen out of favor.
“Lacy thongs are still my No. 1 seller,” she said.
Ballman also said a new style of laser cut panties has become popular.
“Many of the boy short and brief styles are available in a laser cut,” she said. “This does away with bands and seams.”
Shirlee Blanken graduated from this university in 1964 and now owns a lingerie shop called Underwraps in Bethesda. Like Ballman, she hasn’t seen much of a decrease in thongs, but many customers are now asking for the laser cut panties.
“We sell an awful lot of their thongs,” she said, referring to the popular brand, Hanky Panky. “A lot of people wear thongs because they don’t want anything to show.”
She says women are turning toward other underwear styles, including the seamless laser cut, because they’re more comfortable and serve the same purpose as a thong.
While thongs are hardly in danger of disappearing altogether, it’s clear women want more options ranging from Brazilian cuts to high-waisted.
Or as Bra-La-La manager Rona Kalivretenos put it: “It depends on the customer – different people like different things.”