T-Shirts Are Worn Out. Aunt Pants Are More Sexy.

The younger generation of women is redefining sex in your most unexpected place: Grandma's underwear cabinet.

"Every time I go to the underwear shop, I always look around" where is my mother's money? "This year's 35 year old Daphne Javitch only likes wearing hip pants.

Because of this, she founded the underwear brand Ten Undies in 2010 years. The main body is a series of cotton underwear, from the hips, bikini to the flat pants and then to the high waist tailoring. It reminds everyone of the famous aunt's underwear ("Hello, mommy") in the BJ single diary.

Ten Undies's underwear is comfortable and practical, but this is definitely not the only bright spot.

Bernadette Kissane, a clothing analyst at the international market intelligence analysis firm (Euromonitor), said: "after 80 and later generations, it looks cool.

T-shirts are already red. "

The data provided by NPD group, a US market research firm, gives strong support for this.

Sales of T-shirts fell seven percentage points last year, while sales of all kinds of hip knits - triangle, flat and high waist - increased by 17%.

Greer Simpkins, the founder of Hello Beautiful, has introduced a cotton and waist waist lady's underwear, which is totally different from the T-shirts worn by Wei MI.

"Business pattern has changed," said Erica Rosso, director of jewelry, cosmetics and personal clothing department of Bloomingdale.

She also pointed out that this coincides with the trend of high waist and loose trousers this season.

Young women warmly welcome the "aunt's underwear" and not only when they are cleaning at home. This reminds people of the popularity of Birkenstocks and waist bags. I'm afraid that the three are similar in some way -- driven by some kind of rebellion.

Julia Baylis is a thin girl, 22 years old. She proudly announces, "I only wear aunt's underwear."

Baylis and good friends, this year's 27 year old Mayan Toledano started the brand Me and You together.

The best selling item in the shop is a pure cotton underwear, with the word "feminist" (Feminist) printed with pink bubbles.

Website founded by Petra Collins

It provides a platform for women's creative products, explores women's rights issues in the perspective of millennials, and presents them with cooperative or independent art projects.

This generation Spi Hans (Beyonc) and Lena Duham (Lena Dunham) are women's rights idols. The key of women's sexual consciousness is to please themselves.

Baylis thinks, "most underwear is designed to tempt men, and we don't think about it at all.

Underwear is for yourself, maybe nobody will see it, or you can take photos and upload Instagram to share with everyone.

This is not to say that customers of Me and You do not want to be sexy, but the opposite is true.

"For us, sexy means natural and comfortable."

Toledano said so.

If you didn't intend to hook up with men, it would be a great pleasure to have comfortable underwear.

Javitch, the founder of Ten Undies, thinks that the idea of men's love for T-shirts and lace is a misunderstanding.

To tell the truth, men like girls who wear T shirts and white underwear.

But it seems that the mainstream underwear brands are not willing to accept this trend.

The gender differences between small business owners are shrinking, and female entrepreneurs have more opportunities to enter the market.

At the age of 28, Greer Simpkins first visited the store in New York with Victoria's s Secret in order to observe the choice of female consumers.

"I notice that a lot of women go shopping with their friends, and keep asking, 'do you like this? Do you think he likes it?'" after this, Ms. Simpkins used to work as a young girl counselor at a psychiatric hospital in Mont, Baer, Massachusetts. "Girls are always worried about other people's thoughts, but they do not value themselves."

In her view, Wei Mi just promoted this idea.

In addition, Simpkins thinks that every brand has too many types, and the colors and decoration are very troublesome.

"Most women want to buy only.

Just look comfortable and comfortable. "

In December, Ms. Simpkins launched her own product with only one design: white cotton.

Abnormal high waist tailoring and narrow rear design.

She named Hello Beautiful for her product, thereby strengthening her position.

Chlo Sevigny, a woman who has been fascinated by cool products, has become a fan of this underwear.

For the 10 yards underwear model Myla Dalbesio, the design of the package is better.

"High waist clipping reminds us of the past, when all kinds of stature were accepted by the public."

Myla said that women with a more plump figure would prefer high waist design because the waist line was raised and not fully satisfied with the belly.

Dalbesio is looking forward to seeing the rich and varied design bring a twist to the underwear industry, which makes people realize that "not only a perfect figure", but in fact, all kinds of shapes are very beautiful.

In the final analysis, this is about choice.