520. Is that Who I Think He Is? ANTHONY ALONZO for LITTON DENIMS, 1983

Once, in the 1950s-thru the 70s, the Philippines was a major manufacturer of fabric in the Asian region, thanks to LITTON & Co. Inc., producers of the well-known LITTON brand of fabrics. The business was started by Englishman George Litton Sr., who came to the Philippines and married a local girl, Rosa Tulod. His fabric business survived the war and became a success in the 50s, helping develop the country’s fabric industry, By the 60s decades, over 20 textile mills were operating in Mandaluyong and Pasig area, with LITTON having the largest and most complete factory built for Php 40 million.  

The Denim craze in the 70s and 80s drove the demand for denims to great heights, and LITTON denims were in full color, in major magazines and newspapers. LITTON’s choice as celebrity endorser surprised many as he was over 30 years old then, quite mature, while other brands employed younger models.

Still, LITTON opted to use the action-sexy film star ANTHONY ALONZO, as he was perhaps, the most visible actor around, with some 30 films under his belt, shot from 1980 to 1985 alone. This meant that Alonzo had quite a major exposure on the silver screen, as well as on videos. In fact, within this 5-year period, he won the 1982 FAMAS Best Actor Award for Bambang and , he triumphed as Best Actor twice at the Manila Filmfest for Bago Kumalat ang Kamandag (1983) and Moises Padilla Story: The Missing Chapter (1985). He would win again in 1987 for Anak ng Badjao, making him the second most awarded Best Actor in the filmfest, after Christopher de Leon.

Born as Antonio Viana Hernandez (2 Apr. 1948) in Quezon City, Anthony is known as  the brother of actress Alicia Alonzo, who herself is still appearing in Filipino films and soap operas. He was already 26 when he appeared in his first movie, Muntinlupa 1950. But he made up for it by becoming the Philippines’ busiest actor from the 1980s thru the 1990s decade. Some of his well-known roles were in the movies Hindi Sa Iyo ang Mundo, Baby Porcuna (1978), Dakpin si Junior Bombay (1979), Dakpin si Pusa, Totoy Scarface (1981), Ang Paghihiganti ni David Burdado (1983), Jabidah Massacre (1990), Relaks Lang, Sagot Kita (1994)-Warlito Gan, and his last movie, Masdan Mo ang Mga Bata (1997). Alonzo died of skin cancer on 9 Oct. 1998 at age 50.

As to LITTON & Co., the heirs—that includes the famous TV Host and Personality Johnny Litton, has shifted its business from clothing to shelter, still aligned to its mission of helping make life better, all for the benefit of many.

SOURCES:

Litton Company: https://littonandcompany.com/litton-legacy.php

Anthony Alonzo, Wikipedia,https://en.wikipedia.org/wiki/Anthony_Alonzo

The Washington Post, List of People who fled with Marcos

Video 48, THE EIGHTIES # 504: ANTHONY ALONZO, ROBERTO GONZALEZ, et.al. "ANG PAGHIHIGANTI NI DAVID BURDADO" (1983), https://video48.blogspot.com/2021/03/the-eighties-504-anthony-alonzo-roberto.html

487. Channeling Travolta: VICTOR LAUREL, for TOP SEED Casual Wear, 1978

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel. Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969. The 8 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. 

He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he became a screen idol appearing opposite superstar Nora Aunor. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  

It came as no surprise that advertisers sought hims out for endorsemenr, becoming the first face of ESKINOL MASTER in 1974.

In 1977, the film "Saturday Night Fever" starring disco king John Travolta became an international blockbuster. Showbiz people started to see a bit of Travolta in Laurel, what with his facial resemblance and his dance moves (Laurel had studied in dance and portraiture abroad) that were so "Tony Manero", the main character in "Saturday Night Fever". 

Laurel looked the part even in his TV guestings where he showed off his dancing prowess  while wearing a white 4-piece suit--the same style won by Travolta. It was definitely for this reason that TOP SEED Casual Wear got him for a print ad. Even the pose he assumed was copied from the iconic Travolta pose on the movie soundtrack album cover. 

LAUREL AS THE PINOY TRAVOLTA, 1978

Did the Travolta gimmick worked for TOP SEED? Only the sales figures would tell for sure. But Laurel obviously enjoyed the exposure, and continued to embrace the Travolta image throughout the popularity of the movie and its star. 

457. BENCH FIX HAIRSTYLING STICK, "Do-It-Yourself Styling Demo", 2002

A CONCEPT BOARD TO EXPLAIN THE BENCH/FIX ACTIVATION IDEA,

The BENCH FIX Styling Salons were opened in 2002 by the lifestyle company BENCH, and their initial success spawned hair grooming products, the first of which was the BENCH FIX HAIRSTYLING STICK. 

The creative team of Jimenez D'Arcy, the agency assigned to BENCH promotions, conceived of an idea to launch the product and introduce styling possibilities. The team, led by Creative Director Don  Sevilla III, came up with a do-it-yourself demo using a whiteboard marker attached to the product case. A whiteboard poster was placed in Bench FIX Salons.

451. Merry Crispa’s! CRISPA REDMANIZED KNITWEAR, 1962

MERRY CRISPA'S!, Print ad, 1962

The best holiday gift that CRISPA brought to the Philippines in 1948 were its “shrunk-to-fit” shirts and underwear that were soon to become the country’s most popular men’s wear in the 1970s-80s decades. The brand CRISPA was derived from the combined names of founders, Pablo and Crisanta Floro, an enterprising husband-and-wife team who sold their cotton products in their shop, and distributed them to leading department stores nationwide.

MERRY CRISPA'S! 1962 Ad

The CRISPA fabric materials were subjected to a unique “Redmanization” process, which made the cotton stable, and shrink-resistant, even after washing. The early products included T-shirts, both round and V-necked;  briefs, with imported waistband, and rib sando.

With its main retail store in Makati, CRISPA became a byword in the 70s, and gained further fame and reputation when the Floro son, Valeriano “Danny” Floro organized a basketball team in 1956 that first participated in the Business Athletic Association, a minor league. The CRISPA Redmanizers would rise to become a multi-titled Filipino basketball team of the Philippine Basketball Association (PBA) from 1975 to 1984.

REDMANIZED, SHRUNK-TO-FIT, Print Ad, 1963

By the late 80s, the CRISPA business declined, leading the Floros to stop manufacturing CRISPA knitwear and to the disband the basketball team. In 2020, Danny Floro’s grandchildren revived the Crispa brand with the launch of a new T-shirt line, under VNF and Sons, Inc.

SOURCES:

Crispa: https://en.wikipedia.org/wiki/Crispa_(clothing_brand)

Crispa Redmanizers: https://en.wikipedia.org/wiki/Crispa_Redmanizers

371. JAG JEANS, , “Tripping”, TVC 30s, 1999

JAG JEANS TVC featuring FatBoy Slim's "Gangster Tripping"

From the mid 1990s to 2000, JAG JEANS, a product of Fil-Pacific Apparel Inc., invested in advertising to level-up its image in the crowded jeans market that included known imported brands and rising local, quality brands. 

TWO JAG MODELS MEET

It was during this period that it churned out a slew of commercials that began turning head—from the 1996 “Merman” TVC, that won a Creative Guild Award, to the “Senses” TVC for it female jeans line that captured a significant number of production/technical awards (best in cinematography, art direction)  at the Philippine Advertising Congress in 1998.

In 1999, JAG JEANS took another risk by launching a campaign that was shot in Sydney, Australia for 9 days, using Aussie talents and a production house. In this  casually cool commercial, the city becomes the ramp on which our JAG JEANS strut their fashion stuff.

 We follow them around, walking and posing nonchalantly on the graffiti-lined streets,  inside a train, a male’s shower room. The music of FatBoy Slim provided the track for this commercial with his big beat,  electronic new funk rock song. “ Gangster Tripping”. 

The 30 sec. JAG JEANS had even shorter 15 sec. versions, one of which is featured here.

CLIENTS & AGENCY CREATIVES WITH SYDNEY PRODUCTION CREW

 CREDITS:

AGENCY: JIMENEZ DMB&B

Copywriter: ALEX R. CASTRO / Art Director: DON SEVILLA III

Producer: PAUL SUAREZ / Account: ANNA DOMINGO

ADVERTISER: FIL-PACIFIC APPAREL INC.

Marketing Manager: Veng Taningco / President: Angeline Siy

 SOURCES:

Jag Jeans 1998 TVC Philippines, https://www.youtube.com/watch?v=-LsJXP88vvU,

uploaded by Russel ES Royeca 17 June 2017

355. EDWARDSON Top Star ATHLETIC SHOES, Print Ads, 1962

BOB SOLER "Mr. Basketball", for EDWARDSON 1962

Edwardson Manufacturing Corp. (founded in Nov. 20, 1959) was the maker of EDWARDSON Athletic Shoes, which became one of the more popular sports shoe brand din the Philippines from the 1950s thru the 60s. One of their bestsellers is the EDWARDSON TOP STAR, which were recommended for the basketball hardcourt. 

Perfect for the hardcourt, thy won’t skid or slide,  while giving you speed and comfort. With the shoes’ double binding, they are guaranteed for strength and endurance. As their ads claim—“with EDWARDSON you’re ready to win!”.

EDWARDSON TOP STAR was launch using an unnamed but a rising personality—Bob Soler (Robert Ycsiar Gutierrez)—who happened to be an ace player of the sport himself, He was an NCAA basketball player from San Beda College when he was discovered for the movies.

BOB SOLER, "Mr. Basketball", Source: Video48

In 1958, he was tapped to appear in the film, “Mr. Basketball”, along with Olympian basketballer, Carlos Badion. No wonder, 4 years later, he signed a contract to appear in EDWARDSON Top Star Ads. In 1966 he would find greater fame in the film “Captain Barbell” in the title role. 

EDWARDSON athletic shoes became so popular that main competitor  Jacinto Rubber & Plastics Co., came out with a similarly-designed pair. In 1966, Edwardson Manufacturing Corp, and Converse Rubber  Corp., (maker of Converse Chuck Taylor All Star Rubber Shoes), sued Jacinto for unfair business practice. The Supreme Court ruled in favor of the defendants, restraining Jacinto from making shoes with confusingly similar features as EDWARDSON and Converse’s.

 Edwardson Manufacturing Corp. closed down its business in 1983.

PHOTO SOURCE:  VIDEO 48, for the ad of the film, "Mr. Basketball', starring Bob Soler.

296. Where Are They Now? THE MANOEUVRES of CO.B Perfect Company, 1994

 COMPANY B TRADE AD FOR ISETANN,1994

In the late 80s and 90s, the MANOEUVRES were one of the hottest male dance groups in the country, along with Streetboys and Universal Motion Dancers. Established  in 1984 as WEA Dynamics, and later Octo-Manoeuvres, by WEA Records, the original dancers-- Uriel Policarpio, Ronnel Wolfe , Jon-Jon Supan, Rene Sagaran and Jojo Lapena—promoted music records by way of dance on TV and in events.  Brothers Jason and Joshua Zamora, and Jon Cruz later joined the group.

The dancers gained notice when they supported Gary Valenciano in his blockbuster major concert “Pure Energy” at the Folk Arts Theater in 1987. Their career as male dance group would be linked with Gary V, when Genesis Entertainment—a talent management group under  Gary’s wife, Angeli Pangilinan—signed them up. They became simply known as MANOEUVRES.

The MANOUEVRES took the concert scene by storm with their participation in the concerts and other events of the country’s biggest and most popular entertainers—from Regine Velasquez, Sharon Cuneta, Jaya to Martin and Pops. But it was with Gary V that they were most associated with; head choreographer Uriel Policarpio choreographed many of the “hataw” moves that the energetic singer  did in many of his concerts.

The group became visible in TV dance shows, noontime programs and even had stints in Southeast Asian countries, Canada, U.S., Italy and East, performing for the overseas Pinoy market. In time, the MANOEUVRES were holding their own dance concerts (even a 25^th anniversary concert)  that were always sold out.

With the measure of fame the group achieved, the MANOEUVRES managed to snag a few commercial endorsements  that included blue chip clients like Magnolia, Royal Tru-Orange and Coke. One fashion brand they also promoted in 1994 was CO.B (COMPANY B. )  a flagship brand of Tri-Union International, a big apparel company that created a youth line of denims and tops.

Four members—Uriel Policarpio, Jonjon Supan, Jason and Joshua Zamora appeared in trade ads of CO. B, on leading newspapers and magazines. They were  featured in a TV 30s  spot ,”Voices/Dances/Strings”, which became a Creative Guild Ad of the Month in 1994. The commercial was created by Hemisphere-Leo Burnett, led by Creative Director Maun Bondoc, Lilit Reyes and Betsy Baking.

Many of the members used their showbiz exposure to venture into other fields like Acting and directing, in the case of the Zamora brothers. Jon Supan became a managing Director of Hotlegs. But almost all of the original members including Uriel Policarpio (who fully recovered from a quadruple bypass)  and Rene “Mr. Flex” Sagaran continue to be involved in dance, conducting workshops and choreographing numbers for shows.

UPDATE! The 4 MANEOUVRES Today

The MANOEUVRES are still very much around and active today, with new generation members. Their FB group states that they are now under the management group of Artistation, Inc., handler of some of the biggest names in show business today.

SOURCES:

Photo Updates: FB Maneouvres FB Page

Photo Co.B. 1994 Souvenir Program Creatuve Guild Ad of the Year

Retro-5: Memorable Dance Groups in Recent History, 

https://starcinema.abs-cbn.com/2014/4/21/news/retro-5-memorable-dance-groups-in-recent-history-4420

280. Need A Haircut? Get the TRIM JIM Cut, by Union Carbide, 1971

In this age of the great COVIC pandemic, the world desperately needs a cure, a vaccine to put our fears to rest—and end this agonizing, extended community quarantine, that  continues to leave us isolated, hungry, pennyless—and in need of haircuts. Back in the early 1970s though, when long hair ruled supreme, there was a handy plastic contraption that one could carry in one’s jeans' pocket for quickly trimming and styling hair—without going to the barber shop.

In 1971, UNION CARBIDE introduced the TRIM JIM Safety Haircutter. It is a handy two-bladed do-it-yourseld plastic  hair trimmer that you use to trim your locks, simply by running the TRIM JIM through your hair, much like comb.

You can cut your hair longish—to achieve the HARE KRISHNA Look. Or thin it to get that EXECUTIVE Look. 

The TRIM JIM was so convenient when launched in the Martial Law years as long-haired boys opted to cut their own hair personally, than have it cut by scissors-wielding military people who were then hot on the trails of these long-haired nonconformists. ROTC cadets, too, brought a TRIM JIM along, in case their crew cut was still deemed to lush and thick.  A quick TRIM JIM cut will do it—for just 4 pesos!

Despite its much-heralded convenience, the results of using a TRIM JIM were unpredictable.  Unsteady hand pressure can cause uneven cutting. Sometimes, a single run of TRIM JIM with new, sharp blades can result in instant bald patches.Contouring hair like sideburns was difficult.

But then again, it’s true what TRIM JIM claims. The TRIM JIM cut is your own personal signature-- you get truly a different breed of cut!

186. Top Male Model of the 1980s: LEO RABAGO

LEO RABAGO, Naturelle Print ad, 1987.

One of the most sought-after models of the 1980s was discovered in a most unusual way. Leoncel Rabago, a gangly youth in his early 20s, was out skating at the famous  Skatetown of  Ali Mall in Cubao, when a talent caster passed by and saw something special in the slim and agile looker.

Archie Corteza was then one of the leading talent casters of the Philippine advertising industry, and he knew a raw talent when he saw one. 

After all, he had been successful in discovering and launching the careers of so many commercial talents—from Camay girls,  Close-Up teen couples, Cinderella fashion models to San Miguel Beer babes and hunks. 

He handled the likes of young Eric Quizon, Lito Gruet, Lloyd Sammartino, Miguel Rodriguez, Cris Coburn, who all had their start in commercials.

Corteza took the young skater—an adopted child-- under his wing. He enrolled him in a gym, trained him in fashion camps, introduced him to couturiers for their runway shows, and helped  transform him into a new commercial modelling sensation—Leo Rabago.

He first started appearing in fashion print ads, as these were simple enough. By 1984, his schedule was full, bagging  plum assignments from Cinderella department store, Walker, and his biggest break yet—as a resident model for SM, the biggest department store chain in the country.

In 1986, Leo Rabago entered the first ever Bodyshots Modelling Competition, organized by the Fashion Designers’ Association of the Philippines (FDAP). 

This contest was the launching pad for the showbiz careers of such winners as John Estrada, Alain Sia, Richard Cepeda, and Zanjoe Marudo. Not surprisingly Rabago emerged as the top model of the Male Division, Professional Category. 

The victory clearly established him as the country’s leading male model, boosting his stock and career to an all-time high.

He continued to model in fashions shows, appeared in MTVs., but TV commercial assignments—which were more lucrative—eluded him; it seems he  could not go past beyond the high-fashion image that he projected. 

As a result, he was often seen as a dashing escort, a secret admirer, or as a boyfriend—but never the lead.

 

LEO RABAGO AS SM SHOEMART SIGNATURE MODEL, 1984

With limited projects as he turned 30, Rabago left modeling,  got a new talent  manager and  tried his hand in acting. He debuted in the Gabby Concepcion-Maricel Laxa headliner “Ayoko Na Sanang Magmahal” in 1993. His next appearance was in the award-winning film “Wating”, a support to Richard Gomez. 

RABAGO, IN A WALKER BRIEFS Print Ad, 1984

He accepted whatever work was available, and even did sexy films with such titles as  “Hapdi ng Tag-init” (1997), “Alipin ng Aliw”, “Campus Scandal”, “Bawal”,  (1998) and “Alipin ng Tukso” (2000) and “Lakas ng Pag-ibig” (2001). There would be no more film and TV assignments beyond 2001.

LEO RABAGO, plays support to Suyen Chi in a LAGERLITE PRINT AD, 1986

Along the way, Rabago fathered several children;  most  were married and abroad. Misfortunes continued to hound him; in 2000, he was jailed for assaulting the live-in partner of his sister with a knife. In 2010, his adoptive mother, Froilanda Rabago, died of aneurysm, a profound loss that deeply depressed and affected him. Not long after, Rabago began developing what he thought was acute amoebiasis. It turned out it was colon cancer.

LEO RABAGO, IN A MAGNOLIA YOGHOURT AD, 1987

Friends from the modeling industry took care of him in his dying days. Leo Rabago, once the most in-demand model of the 1980s ,passed away in the charity ward of the Eulogio "Amang" Rodriguez Medical Center in Marikina City on 10 February 2011.

SOURCES:
Former model actor Leo rabago dies of colon cancer: http://www.gmanetwork.com/news/showbiz/content/212720/former-model-actor-leo-rabago-dies-of-colon-cancer/story/
FB Page "Remembering Archie Corteza" (1948-2015)

149. Boxers or Briefs?: MEN’S UNDERWEAR ADS, 1950s-1970s.

Before BENCH underwear introduced the Filipino males to skimpy underwear fit for cavorting on the fashion runway, our ancestors wore loin clothes or g-string to cover their modesty, over 7,000 years ago.  In fact we have local terms for those early undies—“bahag” in Pilipino,  “pinang” in Kapampangan, “kuval” in Ibaloy, “wanes” in Bontoc, and “ba-ag” in Kalinga.

As Filipinos were already wearing shorts before the Spaniards arrived , they took to wearing the Western ‘calzonsillos’ --drawstring shorts-- which were often hand-sewn. These evolved into buttoned-up,  commercially-produced white drawers, with opening in front. They were to become  staple underwear,  found in every man’s aparador from the pre-war American-occupied Philippines all the way through the 60s.

Modern briefs were introduced only in 1935, sold first by Cooper’s Inc. in Chicago. They were the invention of hosiery designer, Arthur Kneibler, who was inspired after seeing a leg-less male swimsuit. He made a fitted underwear, with an overlapping Y-front fly—and thus the Jockey shorts was born.

Boxer shorts in the U.S. found favor only after the war, adapted from pugilist’s shorts that came with elastic waistband introduced by Everlast in 1925 (Pinoys would take to them only in the '90s). Meanwhile, local Chinese undershirt and pants manufacturers cashed in on the growing demand for modern underwear that provided support and style, by branching out into underwear. Classic briefs were made of cotton, but in the 1970s, nylon briefs came into vogue.

On this page are early Philippine ads that show the evolution of the modern briefs and shorts over 3 decades.

DE LUXE STETSON SHORTS (1955,1957). “Once Tried, Always Used”. LEFT, Stetson Shirt and Pants factory was a leading manufacturer of shorts, pants and later, briefs, in the 1950s.  The  popular brand was available at all leading bazaars and department stores and it regularly advertised in major dailies, like this magazine ad, 1955. RIGHT. De Luxe Stetson Shorts, 1958.

YANKEE SHORTS (1955). “The Perfect Cut”, Shift to Tankee Shorts yourself, and feel real fine! A generic pair of white, snap-buttoned shorts popular during the post-war era, 1955.

HANFORD BRIEFS (1957). The brand HANFORD began in 1954, in the business district of Juan Luna, started by the Te family. HANFORD has become a well-loved tradition that has been passed from one generation to the next an continues to operate to this day. Currently, its signature model is Mikhail Daza who appears in their advertising, a far cry from this illustrated ad from 1957.

GUARD BRIEFS (1961). This “comfort brief” has all the elements of a modern brief—elastic waistband supported by 20 bands of rubber;  fine, duraknit fabric that will not shrink, and  a snug fit that will not chafe inner thighs. The manufacturer is not named. 1961.

LEFT: DERBY MEN’S BRIEFS (1961). DERBY is cut along the body line to allow for freedom of movement and a conforming pouch for gentle, ample support. Uncle Sam Associated manufactured this underwear, along with undershirts. RIGHT: MAYFLOWER (1961).A popular shirts that is the only one in  the market with a bar-tack reinforcement to prevent tear on the crotch area,

CRISPA BRIEFS (1963). Named after the department store chain & textile company owned by the Floro Family, led by Valeriano “Danny” Floro in 1956. The fabrics are ‘redmanized’, a process which pre-shrinks them, so the products are guaranteed to stay snug and fit. One of the most successful garments factory in the 60s thru the 80s, CRISPA even fielded a basketball team (‘Crispa Redmanizers’) in the games Philippine Basketbal Association (PBA) and won 13 championships. 1963.

VERTEX BRIEFS (1963). One of the earliest printed bikini briefs (without a front opening), is Vertex Briefs, that is made from cool, absorbent fabric yarn.

LEFT: WALKER (1963). WALKER brand was distributed nationally by Sehwani Marketing Corp. in Mandaluyong. It became a market leader in shirt and briefs manufacturing in the 60s decade. It s Gold Line briefs featured innovations like the superior elastic Lactron 37 and Permalex leg openings to ensure no irritation. RIGHT: DMC (1971). DMC was one of the first to introduce lightweight, nylon briefs in the market.

WARREN BRIEFS (1971). WARREN BRIEFS popularized the use of 100% nylon in underwear, which were lighter, softer, and easier-to-dry than cotton. The only problem was that they felt hotter, despite being thin,  and absorbed less. Thus, WARREN also had cotton, terry-towel and de-hilo briefs. WARREN also introduced the first unisex briefs in the market. It reached its peak in the mid 1980s, with full color advertising on TV and print.

MONSIEUR NYLON BRIEFS (1973). MONSIEUR was another briefs brand that jumped into the nylon briefs bandwagon. It enjoyed a measure of success, as it was looked at as a premium underwear, right down to its innovative cylindrical packaging.

FALCON BRIEFS (1975). A product of Veindra Garments Industries, Falcon Briefs was a short-lived brand in the mid 1970s, but the company still exists to this day but as a textile merchant firm.

LEFT: MONTAGUT (1975). MONTAGUT is a clothing company with origins in France, which, in 1925 sold lingerie and silk stockings. In the 60s, Montagut expanded to include clothing and polo shirts manufactured with Fil Lumière which became international brands. Its Philippine partner, French Fashion Philippines, Inc., launched the premium MONTAGUT brand of classic and fashion briefs, which featured a variety of prints. RIGHT: PURITAN (1978). PURITAN Quality Mens Underwear is manufactured and exclusively distributed in the Philippines by General Garments Corporation. Launched in the Philippines over 40 years ago, it is currently one of the leading brands in the market, with 3  main product categories: Briefs, T-shirts and Undershirts.