 By the 1980s, fashion briefs became more popular in the United States; in 1985 they made up 25% of the men's underwear market, whilst they had almost no share circa 1980.The Underoos and Funpals fashion brief brands for children were introduced around that time.According to Hanes marketing director John Wigodsky, women purchased fashion briefs for their husbands for aesthetic reasons, and therefore fashion briefs became more popular with men.