August 5, 2026 Holiday — Underwear Day: How This Unusual Holiday Came to Be
Every year on August 5, people celebrate Underwear Day. This unusual holiday was created back in 2003 by Freshpair, an American company that sells underwear. Initially, the idea was connected not only with clothing but also with self-confidence, body acceptance, and the desire to talk about what is usually hidden from prying eyes.
In 2026, National Underwear Day falls on Wednesday, August 5. The date does not change—it is celebrated every year on August 5. It’s important to note, however, that this is not an official international holiday established by the UN or any other international organization. It is a themed day launched by the American company Freshpair. The company calls itself the founder of National Underwear Day and has been organizing various events dedicated to this date since 2003.
The holiday quickly gained popularity in the U.S. thanks to its unusual format. Freshpair organized public events, photo shoots, and fashion shows, and handed out underwear to people. One of the most famous locations for such events became New York’s Times Square.
How National Underwear Day Came to Be
The holiday’s history began in the U.S. in 2003. It was founded by Freshpair, a company that sells men’s and women’s underwear. The idea was quite simple: to draw attention to an item of clothing that people wear every day but rarely discuss openly. However, the holiday’s creators wanted to talk about more than just underwear, bras, or other items of clothing. Freshpair associated this day with self-confidence and body acceptance. The company emphasized that people should feel comfortable regardless of their shape, size, or appearance.
Over the years, the company has organized fashion events, lingerie shows, and special promotions in New York City, and handed out gifts to participants. There were even themed runs where participants ran through the city in their underwear. One such event in Central Park drew over 500 people. Thus, the celebration gradually evolved from a store’s marketing idea into a unique campaign promoting self-confidence. It was this aspect of the concept that helped Lingerie Day attract attention far beyond that of a typical marketing campaign.
An Attempt to Set a Record in New York
One of the most high-profile events took place on August 5, 2013. At that time, Freshpair decided to celebrate the holiday’s tenth anniversary on a particularly grand scale and attempt to set a Guinness World Record for the largest number of people gathered in one place at the same time while wearing underwear. Times Square in New York City was chosen as the venue. The organizers invited thousands of people and even published the rules for participants in advance. Men could wear boxers, briefs, or boxer briefs, while women could wear panties, boy shorts, shapewear, and other items clearly considered underwear. Shoes and socks were allowed.
The organizers also specifically emphasized that full nudity was not permitted. Since this was a public event in the heart of New York City, participants were asked to be mindful of other people and tourists in Times Square. However, they failed to set a record. According to CBS New York, 779 people attended the event, while the previous record stood at 2,270 participants. Freshpair had planned to break that very record but was unable to gather enough people. Despite the setback, the event became one of the most famous in the holiday’s history. Photos of people in their underwear in the middle of Times Square quickly went viral, and Underwear Day itself received even more attention.
Why Was This Holiday Created in the First Place?
At first glance, it might seem that Underwear Day is just a funny promotional event. But its creators intended it to have a slightly different meaning. Freshpair directly linked the holiday to self-confidence, comfort, and a positive attitude toward one’s own body. In everyday life, people often pay attention to how they look to others. This is especially true when it comes to clothing and appearance. That’s why the organizers suggested setting aside unnecessary insecurities for at least one day and remembering that the main purpose of clothing is not just to meet someone else’s standards, but also to help a person feel good.
This applied to people of all ages, body types, and clothing sizes. Freshpair’s content specifically addressed the issue of unrealistic beauty standards and the need for a wider selection of underwear for people with different body types. Initially, the advertising and educational campaigns were largely aimed at women, but the concept eventually became universal. Men also actively participated in the events, and the company itself began promoting self-confidence regardless of gender. Therefore, the main idea behind the celebration is not a call to walk the streets in underwear. Rather, it’s about not being ashamed of your own body, choosing comfortable clothing, and not letting other people’s standards determine your self-worth.
What role does underwear play in everyday life?
Underwear isn’t just a piece of clothing that no one sees. It comes into direct contact with the skin, so comfort, fabric, and the right size matter throughout the day. One of the main functions of underwear is to protect outer clothing from sweat and other bodily secretions. It can also reduce friction between the skin and outer clothing, provide support, and help maintain the shape of your clothes. Depending on the type, underwear can also serve additional functions—for example, sports underwear wicks away moisture, while shapewear alters the silhouette.
Underwear includes more than just panties and bras. It also includes boxers, swim trunks, T-shirts, bodysuits, shapewear, certain types of sports tops, and other items worn directly under outer clothing. The history of such clothing goes back a very long time. Among the earliest known forms of underwear were hip wraps. Throughout history, people have used a variety of garments worn under outer clothing—ranging from simple fabric designs to complex corsets and other wardrobe items.
How Underwear Day Is Celebrated
Since this is not an official national or religious holiday, there is no single mandatory way to celebrate it. In the U.S., it has historically been celebrated through public events, photo shoots, fashion shows, themed promotions, and giveaways. Freshpair also held special sales and gave away lingerie to participants at its events. In 2013, the celebration turned into a large-scale event in Times Square. People were encouraged to express their individuality and confidence, as well as to join in an attempt to set a world record. The event featured music, entertainment, and gifts from partners.
Today, you can mark this day in a much more low-key way. For example, you can choose some new, comfortable underwear, get rid of items that have long since lost their shape, or simply pay attention to whether your clothes are truly comfortable. Another option is to talk about your attitude toward your own body. The day can serve as an opportunity to remind yourself or a loved one that there is no single “correct” body type.
And if you want to join in the celebration with a sense of humor, you can take a themed photo for social media, organize a photo shoot at home, or simply pick out your favorite set of underwear. Of course, any public activities should take into account the rules of the specific location and show respect for others.
Fun Facts About Underwear Day
The holiday first appeared in 2003. Freshpair launched it on August 5, 2003. This means that in 2026, Underwear Day will celebrate its 23rd anniversary.
In 2013, an attempt was made to set a Guinness World Record. Freshpair invited people to Times Square to gather the largest number of people in underwear in one place. However, they were unable to reach the required number.
Hundreds of people turned out for one of the events. According to CBS New York, 779 people participated in the record attempt in 2013. That wasn’t enough to set the record, but the event still attracted significant attention.
The holiday has its own symbolic message. Freshpair associates it with self-confidence and body positivity. That is why, throughout the holiday’s history, the focus has been less on the underwear itself and more on the people wearing it.
The celebration wasn’t limited to fashion shows. Among Freshpair’s events were modeling events in New York, giveaways, free lingerie distribution, a pop-up store in the Columbus Circle area, and a show in Times Square.
There was even a lingerie run. According to Freshpair, one such event in Central Park drew over 500 participants. It wasn’t a competitive race with winners and stopwatches, but rather a fun, themed event.
What to Do on August 5
Underwear Day is an opportunity to focus on comfort, not just appearance. Check to see if your underwear fits properly, if it’s chafing, and if you feel comfortable wearing it throughout the day. You can also refresh your wardrobe and choose pieces you truly love. It doesn’t have to be something expensive or trendy—the main thing is that the clothes are comfortable and meet your needs.
Another option is to reevaluate your attitude toward your own body. You don’t need to wait for the “perfect figure” to feel attractive. This is exactly the message the creators of the holiday were trying to convey through their campaigns. And if you want to celebrate Lingerie Day in a more fun way, you can organize a themed photo shoot, come up with a playful social media post, or simply spend the day in the most comfortable clothes possible. The main thing is to remember that August 5 doesn’t come with any mandatory rules. It’s a themed day that you can take with a sense of humor or use as an opportunity to talk about comfort, self-esteem, and self-acceptance.
