A. G. Newmyer said slapping the slogan “Too Big To Fail” on the front of a pair of men’s underpants was not meant to mock the government bailout packages extended to the financial and automotive sectors.
“I did not do it in any way related to making a political statement of any kind,” said Newmyer, a longtime Washington, D.C. political consultant, who conceived of his risque idea last Thanksgiving and founded Silly Underwear LLC shortly thereafter. “As all of the discussion about too big to fail started to mushroom during the recent economic tsunami, I just kept thinking about the expression and it just occurred to me as a whimsical idea to put it on a pair of underpants and see what happens.”
The underwear retails for $20 and is primarily sold online at SillyUnderwear.com. Newmyer’s story first appeared in a Wall Street Journal blog, after which he said sales increased dramatically. However Newmyer refrained from releasing any sales figures.
“It’s been very very busy,” he said, noting he already sold out of one size. “We certainly can’t afford to advertise so it’s all viral and word of mouth.”
The company recently released a campy promotional video on YouTube that features a young couple in bed, in which the male is fretting about his job security and his girlfriend tries to boost his confidence by giving him some “Too Big To Fail” underwear.