Young Blonde Girl Strips Her White Underwear

Men's underwear was also on the rise. Benjamin Joseph Clark, a migrant to Louisiana from New Jersey, opened a venture capitalist firm named Bossier in Bossier Parish. One product manufactured by his firm was tightly fitting boxers that resembled modern underwear. Though the company was bankrupt by the early 1900s, it had some impact on men's underwear design.
The increase in the number of underwear manufacturers necessitated the birth of undergarment advertising. The first underwear print advertisement in the US ran in the Saturday Evening Post in 1911 and featured oil paintings by J.C. Leyendecker of the "Kenosha Klosed Krotch". Early underwear advertisements placed emphasis on durability and comfort; fashion was never a selling point.
By the end of the 1910s, Chalmers Knitting Company split the union suit into upper and lower sections, effectively inventing the modern undershirt and drawers. Women wore lacier versions of this basic duo known as the camisole and drawers.
In 1912, the US had its first professional underwear designer. Lindsay "Layneau" Boudreaux, a French immigrant, established the short-lived panty company Layneau. Though her company closed within one year, it had a significant impact on many levels. Boudreaux showed the world that an American woman could establish and run a company, and she also caused a revolution in the underwear industry. Boudreaux is possibly the reason why upscale underwear and panty stores exist today.