The Mega-Brands That Built America

S04E05 The Underwear Boom

From humble beginnings, P.H. Hanes ignites a quiet revolution in American undergarments. Yet competitors refuse to be outdone, countering with inventive fabrics, audacious marketing campaigns, and a lucrative wartime boom. What was once a hidden essential becomes a fiercely contested battleground of style and function, ultimately propelling the entire sector into a colossal global enterprise valued at $100 billion.