 In 2017, Gildan aired a commercial portraying older men in white briefs in an attempt to get younger men to buy its own underwear products.Ann Marie Fiore, author of "Understanding Aesthetics for the Merchandising and Design Professional", stated that white briefs were an example of "basic goods" in which changes in style do not alter the demand for the product.Briefs also refers to a style of women's and girls' panties that is typically cut with a high waist to provide full coverage of the hips and buttocks.