Fruit of the Loom is a 160-year-old underwear-maker best known for being ‘tighty-whities.’ But in reality, the brand has been innovating stylish underwear. So we featured a product demo on TV, with Fruit employees strutting in clear pants. These plastic pants inspired a faux fashion brand, PLASTIQUE, the brainchild of designer Frank La Rant. PLASTIQUE was as true to fashion conventions as possible: a documentary about the collection, a Soho billboard, even a music video featuring a rapper adorned in Plastique. All while highlighting what was underneath the plastic hype: Fruit of the Loom's colorful and stylish underwear.