B.V.D.

B.V.D. is an American clothing brand whose name became closely associated with men's underwear, particularly sleeveless undershirts and other garments commonly referred to in the plural as “BVDs.” The brand originated in 1876 with a New York City firm founded by Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day. Its name was formed from the founders' last initials. Although the business initially served both women and men, its modern American identity is primarily connected with men's underwear. The company did not begin exclusively as an underwear maker. Its early products included women's bustles, reflecting the clothing needs of the late nineteenth century. B.V.D. later became known for men's union suits made from heavy knitted fabric. In 1908, it helped popularize a looser and less restrictive alternative to the bulky union suit, contributing to the development of more practical modern underwear. The brand subsequently offered two-piece underwear, union suits, and lightweight knitted materials with a waffle-like texture. Its advertising used the slogan “Next to Myself I Like BVD Best,” helping turn the brand name into a familiar consumer expression. During the early twentieth century, B.V.D. also developed a substantial swimwear business. In 1929, Olympic swimmer Johnny Weissmuller became a B.V.D. swimsuit model and representative. He appeared at swim shows, distributed promotional material, and signed autographs, giving the brand visibility at a time when athletic celebrity endorsements were becoming an important part of apparel marketing. During the Great Depression, B.V.D. reportedly achieved success with swimsuits for men, women, and children. Its range included form-fitting maillots, full-skirted women's styles, and men's suits with detachable tops. The company developed and patented Sea Satin, a rayon woven satin backed with latex to provide stretch, and also worked with cotton, wool, rayon, and cellophane-based materials. B.V.D. swimwear appeared in fashion magazines and was sold through high-fashion retail outlets. Ownership changed several times. At the beginning of the 1930s, B.V.D. was acquired by Atlas Underwear of Piqua, Ohio. Superior Mills purchased the brand in 1951. During the postwar mass-market expansion, B.V.D. was an early adopter of plastic packaging for underwear, a change that made packaged basics easier to display and sell through mass retail. In the 1960s and 1970s, the brand broadened its offerings with sport shirts, pocket T-shirts, and nylon underwear. Fruit of the Loom acquired B.V.D. in 1976. Fruit of the Loom later entered bankruptcy in 1999 and was acquired by Berkshire Hathaway in 2001, leaving B.V.D. within the Fruit of the Loom portfolio under Berkshire Hathaway ownership. In the United States, B.V.D. is now produced and marketed primarily as a men's underwear brand. The brand is also sold in Japan. Its historical significance rests on the transition from restrictive nineteenth-century undergarments to lighter, looser, packaged, and mass-market underwear, as well as on its earlier role in American swimwear and apparel promotion.

B.V.D. was established in New York City in 1876 by Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day. The initials of the three founders' surnames supplied the brand name. Its first products included women's bustles, but the company later became strongly associated with men's undergarments. It produced heavy knitted union suits, a common form of full-body underwear in the late nineteenth and early twentieth centuries. In 1908, B.V.D. adapted the bulky union-suit concept into a looser style of underwear, helping respond to changing expectations around comfort, movement, and everyday wear. The brand developed a range of underwear formats, including two-piece garments and union suits, and promoted lightweight knitted material with a waffle-like surface. Its advertising slogan, “Next to Myself I Like BVD Best,” reinforced the brand's name recognition and helped establish BVD as a generic-seeming term for men's sleeveless undershirts in common usage. B.V.D. expanded into swimwear and became particularly active in the interwar period. Olympic swimmer Johnny Weissmuller was hired in 1929 as a model and representative. He appeared at swim exhibitions wearing B.V.D. products, distributed leaflets, and signed autographs. His involvement connected the brand with competitive swimming and celebrity culture. During the Great Depression, B.V.D. found commercial success with swimsuits for men, women, and children. The company produced multiple silhouettes, including close-fitting maillots and full-skirted women's suits, as well as men's garments with detachable tops. B.V.D. developed Sea Satin, a rayon woven satin with a latex backing intended to add stretch, and used a broader mix of cotton, wool, rayon, and cellophane materials. Its swimwear was featured in fashion magazines and carried by high-fashion stores. At the beginning of the 1930s, Atlas Underwear of Piqua, Ohio, acquired B.V.D. In 1951, Superior Mills purchased the brand. The postwar period brought further changes in apparel distribution and packaging. B.V.D. was among the early underwear brands to place garments in plastic bags for mass-market sale, making basic apparel more convenient to display in self-service retail environments. During the 1960s and 1970s, it introduced or promoted sport-oriented shirts, pocket T-shirts, and nylon underwear, reflecting the growth of synthetic fibers and more casual everyday clothing. Fruit of the Loom purchased B.V.D. in 1976. Fruit of the Loom subsequently filed for bankruptcy in 1999, and Berkshire Hathaway acquired the company in 2001. B.V.D. therefore became part of the Fruit of the Loom brand portfolio under Berkshire Hathaway. The brand's United States business is now focused on men's products, while B.V.D. is also sold in Japan. Across its history, the brand has moved from women's foundation garments and heavy union suits to packaged men's basics, while retaining a recognizable association with undershirts and underwear.

• 2001

  Berkshire Hathaway acquires Fruit of the Loom

  [1]BVDen.wikipedia.org

  Berkshire Hathaway purchases Fruit of the Loom, making it the ultimate owner of B.V.D.

• 1999

  Fruit of the Loom files for bankruptcy

  [1]BVDen.wikipedia.org

  Fruit of the Loom files for bankruptcy; the event affected the corporate owner of B.V.D.

• 1976

  Fruit of the Loom acquisition

  [1]BVDen.wikipedia.org

  Fruit of the Loom acquires B.V.D., bringing the brand into a larger underwear and apparel portfolio.

• 1951

  Superior Mills acquisition

  [1]BVDen.wikipedia.org

  Superior Mills purchases the B.V.D. brand.

• 1930

  Atlas Underwear acquisition

  [1]BVDen.wikipedia.org

  At the beginning of the 1930s, Atlas Underwear of Piqua, Ohio, acquires B.V.D.

• 1929

  Johnny Weissmuller becomes a brand representative

  [1]BVDen.wikipedia.org

  Olympic swimmer Johnny Weissmuller begins appearing at swim shows as a B.V.D. swimsuit model and representative.

• 1908

  Looser underwear introduced

  [1]BVDen.wikipedia.org

  B.V.D. turns the bulky, tight-fitting union-suit tradition into a looser style of men's underwear.

• 1876

  B.V.D. is founded

  [1]BVDen.wikipedia.org

  Joseph W. Bradley, Luther C. Voorhees, and Lyman H. Day establish the New York City firm whose name is formed from their surnames' initials.

A heritage American basics brand centered on practical, comfortable, mass-market men's underwear and undershirts, with historical extensions into swimwear and casual apparel.

• Underwear

  Union suits

  B.V.D. became known for men's union suits made from heavy knitted fabric. The brand later helped adapt this traditionally bulky, full-body garment into a looser and more practical form of underwear.

• Underwear

  Men's undershirts

  Sleeveless undershirts are the product most closely associated with the B.V.D. name in the United States. The plural “BVDs” became a widely recognized informal term for this type of men's undershirt.

• Swimwear

  B.V.D. swimwear

  B.V.D. produced swimwear for men, women, and children, including fitted maillots, full-skirted women's suits, and men's suits with detachable tops. The line was supported by celebrity promotion and appeared in fashion-oriented retail channels.

• Textile material

  Sea Satin

  Sea Satin was a B.V.D.-patented material described as rayon woven satin backed with latex to provide stretch. It was used in the brand's historical swimwear development.

• Casual apparel

  Pocket T-shirts and sport shirts

  During the 1960s and 1970s, B.V.D. extended beyond core underwear with sport-oriented tops and pocket T-shirts, reflecting the growing importance of casual clothing in everyday wardrobes.

• 1929Johnny Weissmuller swimwear representation

  United States

  B.V.D. used Olympic swimmer Johnny Weissmuller as a swimsuit model and public representative. He appeared at swim shows wearing B.V.D. products, distributed promotional leaflets, and signed autographs.

  Outcome. The activity connected B.V.D. with competitive swimming, celebrity endorsement, and nationally visible swimwear promotion.

  Source
• “Next to Myself I Like BVD Best”

  United States

  B.V.D. promoted lightweight underwear and related products with the slogan “Next to Myself I Like BVD Best,” a self-referential line designed to make the brand name memorable.

  Outcome. The slogan supported the brand's association with everyday men's underwear and helped reinforce the use of BVD as a familiar apparel term.

  Source

• 2001

  Berkshire Hathaway acquisition of the parent companyM&A

  Background

  Fruit of the Loom filed for bankruptcy in 1999.

  Action taken

  Berkshire Hathaway acquired Fruit of the Loom, including its B.V.D. brand portfolio.

  Aftermath

  B.V.D. continued under the ownership structure of Fruit of the Loom and Berkshire Hathaway.

  Source

• 1976

  Acquisition by Fruit of the LoomM&A

  Background

  B.V.D. was an established underwear and apparel label with a long history in the American market.

  Action taken

  Fruit of the Loom acquired B.V.D.

  Aftermath

  The brand became part of Fruit of the Loom's underwear and apparel portfolio and remains associated with that group.

  Source

• 1951

  Sale to Superior MillsM&A

  Background

  B.V.D. had previously been acquired by Atlas Underwear at the beginning of the 1930s.

  Action taken

  Superior Mills purchased the B.V.D. brand.

  Aftermath

  B.V.D. continued under new ownership and later expanded its packaged underwear and casual apparel activities.

  Source

• 1908

  Development of looser underwearProduct launch

  Background

  Traditional union suits were bulky and relatively restrictive.

  Action taken

  B.V.D. introduced a looser underwear form derived from the union suit.

  Aftermath

  The change helped position the brand within the movement toward lighter and more practical modern underwear.

  Source

1. 1BVDen.wikipedia.org