Dave McCaughan
Jan 26, 2011

Five things you need to know about mens underwear

Dave McCaughan is the regional strategy planning director for McCann WorldGroup, but he is also known as 'Mr Underwear' from Karachi to Taipei. Here are his insights on the relationship between men's underwear and marketing.

Dave McCaughan, regional strategy planning director for McCann WorldGroup

1. Like all categories it is powered by technology. The category only really started with the invention of the Spinning Jenny and the introduction of mass produced but very harsh to the touch trousers. A softer inner lining to prevent excess rubbing made sense and only the upper classes could afford silk. So cotton seemed a reasonably affordable, soft alternative to chaffing.

2. But driven by social need. Nylon, elastic and other innovations changed underwear but in...

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