JBS is a Danish men’s underwear brand, which dates back 70 years! Evolving from offering only the classic white brief to a wide variety of different stylish underwear collections, this brand has become a major player on guys underwear scene.
JBS Underwear gained widespread attention a couple of years ago when launching a viral video on the web. The video was made to support the campaign “Men don’t want to look at naked men”, which reverses the traditional roles of the sexes (why I don’t know :)).
The video shows a young woman only wearing a white pair of men’s JBS briefs, behaving like a “real man”. The campaign and collection became a massive success, and more than 11,000,000 people has seen the video so far.
Though the idea is funny and quite a different way of promoting men’s underwear.